Suzuki on the move

By Charles E. Buban Philippine Daily Inquirer August 18,2019

Suzuki on the moveBeyond the automotive industry’s optimistic figures obtained for the first seven months of the year, one sub-story that should not be missed is how one “emergent” auto brand was able to make significant headway against big name counterparts.

A joint report by the Chamber of Automotive Manufacturers of the Philippines, Inc. (Campi) and the Truck Manufacturers Association (TMA) showed that Suzuki Philippines, Inc. just placed fourth among the 25 members after cornering 6.37 percent of the market.

Selling 13,119 units from January to July equivalent to 18.3 percent growth from the 11,086 units it posted from the same period last year, Suzuki is now fifth overall in the local automobile industry rankings, including the Association of Vehicle Importers and Distributors, Inc. (AVID) report.

The 41 percent sales growth for the first seven months of the year is unprecedented for a company that took over the brand’s automobile operations in October 1999.

Suzuki’s jump from ranking began during the second quarter, when the country’s pioneer subcompact car distributor sold a total of 6,005 units, a significant improvement from its first quarter performance when it sold 4,812 units.

In an earlier statement, Keiichi Suzuki, the company’s director and GM for Automobile Division said: “We started the year on the right foot and strengthened our efforts in the second quarter to reach more Filipino customers. Our aggressive and strategic marketing campaigns are key in pushing up our position both in the Philippine automobile industry and Campi rankings.”

“These achievements reflect the Filipinos’ growing trust in our brand and the quality Suzuki cars that we provide. We are more driven now more than ever, to bring only quality driving experience in every Suzuki ride.”

Top sellers

He attributed Suzuki’s 14 percent first semester (January to June 2019) sales growth to its top sellers, the all-new Ertiga, Swift, Celerio, Dzire and Vitara. These top-selling Suzuki vehicles collectively contributed 77 percent to the company’s total sales up to June 2019.

The all new Ertiga, Suzuki’s seven-seater family vehicle powered by a 103horsepower/138Nm, 1.5-liter DOHC 16V with Intake VVT engine, remains the company’s top seller contributing 34 percent to the company’s total sales. Sales was further strengthened by the introduction of the all-new Ertiga Black Edition in March.

Suzuki on the moveThe Black Edition boasts an all-black interior to match its sleek exterior styling that was designed to elevate the riding experience.

Contributing 13 percent to Suzuki’s overall sales for the first semester is the Swift hatchback that has been popular among millennial buyers. Powered by an 82 hp/113Nm, 1.2-liter, 4 cylinder, 1.2 liter, DOHC 16-valve VVT engine, the Swift offers a sprightly performance thanks to a much lighter chassis and Continuous Variable Transmission (CVT).

The second-generation Celerio ranks third among Suzuki’s top-sellers contributing 11 percent. Powered by a 67hp/90Nm, 1.0-liter (K10B), DOHC 12-valve engine, this compact car is paired to either a five-speed manual transmission or a CVT, which is the first model in its segment to be equipped with.

With these top performers, Suzuki has prepared much more exciting initiatives in the coming months as it set a series of Auto Festival exhibits beginning at SM City BF Parañaque from August 17 to 18, SM City General Santos from Sept. 21 to 22, and SM City Davao from Oct. 26 to 27.

 

The strong performance of Suzuki’s compact vehiles is an indication that the Philippine market still appreciates compact vehicles that are light in weight, with small engines that burn less fuel.

But that doesn’t mean these Suzuki vehicles are laggards on the road.
Thanks to tricks like lighter platform, combined with variable valve timing and multipoint injection engine technologies, Suzuki engineers have achieved not only a reduction in fuel consumption and CO2 emissions, but also improved driving performance that could be described as fun.

“These days, compact vehicles are an increasingly popular vehicle choice not just among singles, but couples and smaller families alike. Not only these vehicles (like what Suzuki offers) tend to cost less than many of their larger counterparts, but many drivers also enjoy the excellent handling that come along with such a compact frame. And in recent years, Suzuki has begun to include some impressive features in their small and compact models, ranging from 10-inch touch panel audio system, keyless push start system, as well as scores of leading passive and active safety features,” said Tey Sornet, COO of the LICA Auto Group, one of the largest dealership networks in the Philippines that carries the Suzuki brand via the The Shaw Motor Plaza Corp.

Sornet also relates that Suzuki’s strong growth in the Philippines may be attributed to a number of targeted marketing strategies.

In recent years, the brand started to reinforce its presence in the transport scene through active campaigns and promotions, particularly to those in the transport network vehicle service (TNVS).

For example the Ciaz sedan (price starting at P823,000) has been among the popular choices for drivers or operators joining the TNVS.

Powered by 92hp/130Nm, 1.4-liter (K14B) DOHC 16V with VVT engine, the Ciaz, with a roomy and ergonomically designed interior, ensures a safe and comfortable ride for both the driver and passengers.

“Suzuki vehicles offer an excellent balance between sporty style and practical comfort,” says Sornet whose group runs several Suzuki dealerships, including one in Shaw Autoplex in Mandaluyong; Biñan, Laguna; Lipa, Batangas; San Pablo, Laguna; Sta. Rosa, Laguna, and Sto. Tomas in Batangas.

For more information about Suzuki Philippines and its automobiles, please visit: www.suzuki.com.ph and like them on www.facebook.com/SuzukiAutoPH.

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