Suzuki cars' success rides on motorcycle heritage

[totalmotorcycle]

Suzuki cars' success rides on motorcycle heritage
Monday, November 27, 2006 - By JOHN GITTELSOHN - THE ORANGE COUNTY REGISTER - ocregister.com



When Troy Corser won the 2005 World Superbike Championship on a Suzuki, it positioned the motorcycle maker to follow the motorsports maxim: "Win on Sunday. Sell on Monday."

Now American Suzuki Motor Corp., headquartered in Brea, is trying use the brand's winning motorcycle heritage to sell cars and SUVs through a national ad campaign.

Suzuki can use the help. The automaker's year-to-date sales jumped 25 percent nationwide through October, but it still ranks as a relatively minor auto industry player, with 0.6 percent of the U.S. market and 0.4 percent of Orange County's.

Suzuki is trying to boost market share with new models, such as the XL7, a crossover SUV. But the brand still needs better word of mouth.

"In focus groups, people always talk about Suzuki motorcycles, and they're surprised we make cars," says Carmen Dorr, creative director at Colby & Partners, producer of Suzuki's ads.

New print ads show the 2007 four-wheelers casting a motorcycle shadow. TV ads show a pair of hunky guys driving Suzuki SUVs pursued by motorcyclists who turn out to be women of fashion-model looks.

Coming to a theater near you on Dec. 8, the same characters appear in a five-episode serial called "The Briefcase," a film noir story of "mystery, seduction and betrayal" – and Suzuki product placement.

BMW pioneered these types of auto ads in 2001 with "The Hire," a series of mini-dramas starring British actor Clive Owen. Like "The Hire," Dorr hopes, Suzuki will get extra mileage by driving its ads to the Internet. Which raises the question: Will a serial on YouTube sell an SUV on Monday?

The XL7 is a far cry from Suzuki's motorcycles. It's a family-oriented SUV that seats up to seven and offers a rear-seat DVD player for the kids. Its V6, 250-horsepower engine is available with full-time all-wheel-drive. Other options include a navigation system and 17-inch chrome wheels.

Cost: XL7 manufacturer's suggested retail price starting at $22,899

Information: 800-934-0934 or www.suzuki .com