R.I.P: Suzuki US
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Suzuki is finally giving up in the US.
Expected, but still sad.
The Kizashi sedan was one of my favorite. And I do have fond memories of Joe Isuzu.
Here is the official word:
“BREA, Calif.–(BUSINESS WIRE)– American Suzuki Motor Corporation (“ASMC” or “the Company”), the sole distributor in the continental United States of Suzuki Motor Corporation (“SMC”) automobiles, motorcycles, all-terrain vehicles and marine outboard engines, today announced that it plans to realign its business to focus on the long-term growth of its Motorcycles/ATV and Marine divisions. Following a thorough review of its current position and future opportunities in the U.S. automotive market, ASMC will wind down and discontinue new automobile sales in the continental U.S. The Company has determined the best path to achieve this realignment in an efficient and orderly manner is to restructure its operations under chapter 11. The case will be filed in the United States Bankruptcy Court, Central District of California in Santa Ana.
Consistent with ASMC’s long history of standing by its products, owners of Suzuki automobiles will be protected. All warranties will continue to be fully honored and automobile parts and service will be provided to consumers without interruption through ASMC’s parts and service dealer network.”
What does Joe Isuzu have to do with Suzuki?
That's right!
What was I thinking?
I guess that Suzuki US decided that they would rather kill themselves than bring over their more interesting models like the Swift and the Wagon-R.
Instead, we got rebadged Nissan pickups (Equator), rebadged GMC SUVs (XL-7), rebadged Daewoos (Verona), rebadged Fiats (SX-4).
Hard to believe that this brand is big in Europe, as big as Honda in Japan, and huge in India and most of Asia.
The Grand Vitara is a good product (a Wrangler for college graduates), but they tried to sell it as a CR-V substitute (it isn't). The Kizashi was over-priced and under-powered.
Let's hope that auto execs (esp. Mitsubishi) learn a lesson here. You can try to sell people boring rubbish, but nobody's going to buy it.
is Mitsubishi next? I know the eclipse is no longer sold and they only make 3 models now galant, lancer and outlander. their sales numbers are almost non-existant just like Suzuki. I would hate to buy one then have it depreciate super fast.