Suzuki makes great motorcycles. Anyone who has an interest in road and trail bikes knows this. What people may not know is that Suzuki makes some pretty decent cars and trucks as well. Suzuki, for instance, was years ahead of the mini-sport-ute craze when it introduced the Samurai and, later, the Sidekick. Small, cute and affordable, these trucks introduced a generation of buyers to the joys of SUV ownership. Suzuki began getting squeezed out of the fun, however, when larger manufacturers such as Honda, Toyota and Subaru smelled an opportunity. Part of this has to do with Suzuki's limited number of dealerships and small advertising budget. It's easy to forget about Suzuki's offerings when there is a Honda dealership on every corner offering CR-Vs and Toyota commercials on every radio station offering lease deals on the RAV4. Another part of the problem lies with Suzuki's youthful image. Small, inexpensive cars and trucks with wistful names like Sidekick and Swift are unlikely to draw much of the post-Xer population into showrooms. The fact that many of the Suzukis on the road, particularly the trucks, are decked out in wild paint schemes with airbrushed graphics and thumping bass pounding out from oversized speakers does little to endear the marque to those for whom puberty is a dim memory rather than a recent event.
Suzuki is aware of these shortcomings and is acting to remedy them. At a recent press event near Branson, Mo, Suzuki executives unveiled plans to increase its US sales to 100,000 units per year within the next five years. Projects are already underway to achieve these goals, including an increased advertising budget, a larger dealer network and a stronger brand image. The first two prongs of the company's attack are easy enough to accomplish. Throw money into the advertising and dealership development budgets and you are sure to see some sort of success. The third, however, may be a bit trickier.
Beefing up Suzuki's image involves changing public opinion that has prevailed for the last decade. Namely, the general assumption is that Suzuki makes inexpensive cars and trucks for a young (read: broke) audience. Suzuki is taking the first step by updating their offerings. The vehicle they chose to update is the one that those familiar with the marque are most likely to recognize: the Suzuki Sidekick sport-utility vehicle. Of course, Suzuki decided to dump the Sidekick name along with their youthful image, so their small sport-utility is now called the Grand Vitara. Conventional wisdom at Suzuki states that changing the truck's name from Sidekick to Grand Vitara implies that this is a serious vehicle instead of some kind of plaything that a child brings to a park. Fortunately, Suzuki changed more than just the name.
The grand part of Grand Vitara comes from the powerplant that rests in the vehicle's engine bay. Infused with two more cylinders than any other four-door mini-ute, the V6-powered Grand Vitara offers buyers something that has never before appeared in this segment: power. Suzuki has infused the Grand Vitara with a 2.5-liter DOHC V6 engine that makes 155 horsepower and 160 foot-pounds of torque. Despite the added power, Suzuki still expects to post impressive mileage numbers. Company forecasts call for 19 mpg in the city and 21 mpg on the highway for five-speed-equipped four-wheel drive models.
When choosing the Grand Vitara, buyers have a choice of selecting either a five-speed manual or four-speed automatic transmission. Four-wheel drive models have shift-on-the-fly capability via a floor-mounted gear selector. Drivers of the Grand Vitara can shift into 4-Hi at speeds up to 62 mph. For serious off-road play, 4-Lo can be selected.
Suzuki has made great strides to quell noise, vibration and harshness in the Grand Vitara. Elastometric rubber mounts and hydraulic engine mounts keep vibration from the chassis and engine bay from intruding into the passenger compartment. The sandwich construction used in the dashboard dampens squeaks and rattles that plagued the Grand Vitara's predecessor. Foam insulators in the wheel housing and rear quarter panels reduce road and tire noise.
The result of these changes is that the Grand Vitara feels much more like a refined package than the Sidekick ever did. The increased engine power means that the Grand Vitara can gallop up hills with energy and confidence. Passing on two-lane roads doesn't raise the driver's heart rate to abnormal levels anymore, either. Equipment levels are up, interior materials are of higher quality and the layout of the controls is more logical and user-friendly. Suzuki has even decided to replace the head unit of their stereo, dumping those tiny buttons in favor of larger ones that can be used with minimal hunting. At the same time, the Grand Vitara hasn't lost the characteristics that endeared us to the Sidekick. An airy passenger compartment with lots of glass still provides the driver with great visibility. Tall passengers will appreciate the considerable headroom that, along with the acres of windows, creates the illusion that they are riding in a vehicle with greater interior dimensions than the truck actually possesses.
As previously mentioned, Grand Vitara drivers may be pleasantly surprised. The engine's power, which occurs high in the truck's rpm range, doesn't really come on until about 2,500 rpm, but when it does, this Suzuki will blow by the Hondas and Toyotas that everyone else is driving. One thing that surprised us was the Grand Vitara's flat stance through corners. The last Sidekick we drove leaned hard in the slightest of corners and we expected the same of the Grand Vitara. Nope. Despite using a body-on-frame design that many of the Grand Vitara's competitors have shunned in favor of unit-body construction, the Grand Vitara sticks to the road well with minimal body roll. Steering is good on-center, but feels a little slow in sharp turns.
Bucking the current trend, Suzuki has not sacrificed off-road capability for on-road comfort. Suzuki officials insist that the Grand Vitara is a true off-road vehicle that can tackle the rough stuff that would leave most car-based SUVs scrambling in the dust. To demonstrate this, they took us on a four-wheel drive course in the heart of the Ozarks. In 4-Hi, the Grand Vitara scrambled up steep hills, across slippery rocks and over axle-smashing outcroppings. During the entire exercise the Suzuki never balked at where we asked it to go. To make sure of this, we tackled the trail twice.
Suzuki has put together a confident little truck. It is designed to appeal to 39-year-old men and women who are married but without children in the house. This demographic seems off the mark from those I remember seeing driving the Sidekick when I was in college, but Suzuki has done a good job of designing a truck that should attract a wider group of buyers. Suzuki Motor's has high hopes for the US market. Selling 100,000 vehicles a year is a big milestone for any company (Mercedes-Benz just broke through that sales barrier), especially one with an unrecognized three-car lineup. Nevertheless, that's their goal. The Grand Vitara plays a large part in those plans and is intended to be the cornerstone of Suzuki's new image. Competition is fierce from the Toyota RAV4, Honda CR-V, Subaru Forester and Kia Sportage, and prices for the Grand Vitara will have to be very competitive to make a dent in this segment. We think it has what it takes technically, but only time will tell if Suzuki has the stamina to make it happen.
Note: Suzuki was only able to supply pre-production Grand Vitaras for their demonstration. As a result, the interior colors, wheels and paint schemes pictured here may not be the same as those found in dealerships when the vehicle goes on sale in August.
Suzuki is aware of these shortcomings and is acting to remedy them. At a recent press event near Branson, Mo, Suzuki executives unveiled plans to increase its US sales to 100,000 units per year within the next five years. Projects are already underway to achieve these goals, including an increased advertising budget, a larger dealer network and a stronger brand image. The first two prongs of the company's attack are easy enough to accomplish. Throw money into the advertising and dealership development budgets and you are sure to see some sort of success. The third, however, may be a bit trickier.
Beefing up Suzuki's image involves changing public opinion that has prevailed for the last decade. Namely, the general assumption is that Suzuki makes inexpensive cars and trucks for a young (read: broke) audience. Suzuki is taking the first step by updating their offerings. The vehicle they chose to update is the one that those familiar with the marque are most likely to recognize: the Suzuki Sidekick sport-utility vehicle. Of course, Suzuki decided to dump the Sidekick name along with their youthful image, so their small sport-utility is now called the Grand Vitara. Conventional wisdom at Suzuki states that changing the truck's name from Sidekick to Grand Vitara implies that this is a serious vehicle instead of some kind of plaything that a child brings to a park. Fortunately, Suzuki changed more than just the name.
The grand part of Grand Vitara comes from the powerplant that rests in the vehicle's engine bay. Infused with two more cylinders than any other four-door mini-ute, the V6-powered Grand Vitara offers buyers something that has never before appeared in this segment: power. Suzuki has infused the Grand Vitara with a 2.5-liter DOHC V6 engine that makes 155 horsepower and 160 foot-pounds of torque. Despite the added power, Suzuki still expects to post impressive mileage numbers. Company forecasts call for 19 mpg in the city and 21 mpg on the highway for five-speed-equipped four-wheel drive models.
When choosing the Grand Vitara, buyers have a choice of selecting either a five-speed manual or four-speed automatic transmission. Four-wheel drive models have shift-on-the-fly capability via a floor-mounted gear selector. Drivers of the Grand Vitara can shift into 4-Hi at speeds up to 62 mph. For serious off-road play, 4-Lo can be selected.
Suzuki has made great strides to quell noise, vibration and harshness in the Grand Vitara. Elastometric rubber mounts and hydraulic engine mounts keep vibration from the chassis and engine bay from intruding into the passenger compartment. The sandwich construction used in the dashboard dampens squeaks and rattles that plagued the Grand Vitara's predecessor. Foam insulators in the wheel housing and rear quarter panels reduce road and tire noise.
The result of these changes is that the Grand Vitara feels much more like a refined package than the Sidekick ever did. The increased engine power means that the Grand Vitara can gallop up hills with energy and confidence. Passing on two-lane roads doesn't raise the driver's heart rate to abnormal levels anymore, either. Equipment levels are up, interior materials are of higher quality and the layout of the controls is more logical and user-friendly. Suzuki has even decided to replace the head unit of their stereo, dumping those tiny buttons in favor of larger ones that can be used with minimal hunting. At the same time, the Grand Vitara hasn't lost the characteristics that endeared us to the Sidekick. An airy passenger compartment with lots of glass still provides the driver with great visibility. Tall passengers will appreciate the considerable headroom that, along with the acres of windows, creates the illusion that they are riding in a vehicle with greater interior dimensions than the truck actually possesses.
As previously mentioned, Grand Vitara drivers may be pleasantly surprised. The engine's power, which occurs high in the truck's rpm range, doesn't really come on until about 2,500 rpm, but when it does, this Suzuki will blow by the Hondas and Toyotas that everyone else is driving. One thing that surprised us was the Grand Vitara's flat stance through corners. The last Sidekick we drove leaned hard in the slightest of corners and we expected the same of the Grand Vitara. Nope. Despite using a body-on-frame design that many of the Grand Vitara's competitors have shunned in favor of unit-body construction, the Grand Vitara sticks to the road well with minimal body roll. Steering is good on-center, but feels a little slow in sharp turns.
Bucking the current trend, Suzuki has not sacrificed off-road capability for on-road comfort. Suzuki officials insist that the Grand Vitara is a true off-road vehicle that can tackle the rough stuff that would leave most car-based SUVs scrambling in the dust. To demonstrate this, they took us on a four-wheel drive course in the heart of the Ozarks. In 4-Hi, the Grand Vitara scrambled up steep hills, across slippery rocks and over axle-smashing outcroppings. During the entire exercise the Suzuki never balked at where we asked it to go. To make sure of this, we tackled the trail twice.
Suzuki has put together a confident little truck. It is designed to appeal to 39-year-old men and women who are married but without children in the house. This demographic seems off the mark from those I remember seeing driving the Sidekick when I was in college, but Suzuki has done a good job of designing a truck that should attract a wider group of buyers. Suzuki Motor's has high hopes for the US market. Selling 100,000 vehicles a year is a big milestone for any company (Mercedes-Benz just broke through that sales barrier), especially one with an unrecognized three-car lineup. Nevertheless, that's their goal. The Grand Vitara plays a large part in those plans and is intended to be the cornerstone of Suzuki's new image. Competition is fierce from the Toyota RAV4, Honda CR-V, Subaru Forester and Kia Sportage, and prices for the Grand Vitara will have to be very competitive to make a dent in this segment. We think it has what it takes technically, but only time will tell if Suzuki has the stamina to make it happen.
Note: Suzuki was only able to supply pre-production Grand Vitaras for their demonstration. As a result, the interior colors, wheels and paint schemes pictured here may not be the same as those found in dealerships when the vehicle goes on sale in August.
Add A Comment »