2012 Suzuki Kizashi – The prestige Suzuki

You don’t exactly have to have your finger on the pulse of the automobile industry to know that Suzuki has seen better days. Over the last two years, the manufacturer’s Canadian division has been put through the ringer. In addition to adopting a code of silence on their new products, the company’s contact with the media has been minimal. Furthermore, Sukuki’s sales in Canada have fallen more than 30% in one year. But changes are in the offing: a new president arrived in Canada at the beginning of 2011 with the firm intention of reversing the trend.

Satoshi Shimizu is that new president and he has experience in retail sales. He began his career at a dealership before joining Suzuki in 1986, and since then, he has occupied numerous positions, notably head of marketing in Germany and in many other European regions. His goal for Suzuki in Canada is to increase sales and make up some lost ground on the rest of the market.

The secret: A local and regional approach

Shimizu hit the ground running in the spring and his strategies has been successful so far. Indeed, at a time when the general market was down, sales of Suzuki vehicles in Canada increased by 14%. True, the percentage always seems more significant when the initial number of units is relatively low to begin with, but it did reverse a months-long trend.

One of his strategies was to create regional and local activities to connect Suzuki dealers with the public. Sometimes it was raffles, other times it was charity events involving one or several dealerships, but the goal was always to encourage people to visit the brand’s showrooms. Suzuki Canada knows that it can’t spend as much money as the industry’s biggest names. Instead, they prefer to make modest but highly effective investments.

The recipe is simple: when people visit dealerships and test drive products, Suzuki’s sales improve. They also claim that their vehicles’ unique characteristics can attract a large number of buyers.

For example, the SX-4 is the only vehicle in its category to offer all-wheel drive, at least on its hatchback version. As for the Grand Vitara, it’s the only compact SUV powered by a four-cylinder engine with a 3,000-pound (1,360 kg) towing capacity. What’s more, its monocoque chassis is reinforced with longitudinal  rails for added strength, while its all-wheel drive is one of the most sophisticated in the category.

Then there’s the Kizashi sedan, which has been on our market for a little more than two years and is also trying to set itself apart with its unique features. We drove this is the model at a presentation during which the company brass outlined their action plan for the next few months.

Victim of people’s perception

When this sedan was unveiled, it was unanimously considered the best Suzuki ever sold in Canada. Moreover, although its 2.4-litre engine isn’t the most powerful in its category, its output is decent. On the other hand, most observers bemoaned the price as discouragingly high for potential buyers. Last year, they attempted to sweeten the deal by offering a Sport version equipped with a manual gearbox and front-wheel drive, but its price was even higher!

No offense to the Suzuki brass, but Toyota would not have come under so much criticism if they had introduced a similar car. However, given Suzuki’s reputation and the lack of information about the Kizashi’s probable devaluation, it appears that it would have been smarter to offer a little less equipment at a more competitive price.

The Sport version is back this year, as are the other two trim levels in the catalogue (S and SX), equipped with a CVT automatic transmission and all-wheel drive. This is the most logical solution since this sedan’s AWD can be deactivated to direct power only to the front wheels.

A fine balance

The Kizashi sedan features relatively elegant and well balanced lines. Some have criticized the front grille with the stylized letter S smack dab in the middle, but personally, I’ve seen worse. Some may consider it too plain, but even after a couple of years on the market, it isn’t really out of style, which is a sure sign of an excellent exterior design. The passenger compartment features the same style theme, as the stylists resisted the temptation to overload it. It’s plain and understated, but the ergonomics are above average for the industry. As is the current trend, the steering wheel spokes have different controls for the telephone system, the radio and the cruise control. Also note that the front seats are comfortable and provide decent lateral support and a good driving position. There are no complaints about the fit and trim.

During a brief, 100-km test drive, we drove the Sport version, the best equipped model. Sure, the name “Sport” may be an overstatement in light of the engine’s performances, but they are adequate nonetheless. It goes from 0-100 km/hr less than 10 seconds. As for the continuously variable transmission, it’s about average for the category and you can shift between simulated gears using shifters located behind the steering wheel.

On the road, the car is neutral and under control. Moreover, its suspension is very comfortable, which makes it very well adapted to Québec roads. In fact, if there’s one thing we can criticize, it’s that this car doesn’t stand out enough. It does everything relatively well and is better than average for the category in certain areas. But it’s missing that little something to incite buyers to sign on the dotted line.

Try as they might to compare this model to various other direct competitors on the market, Suzuki will have a hard time winning people over, especially in light of the asking price ranging from $28,000 to $33,000. Since image is everything in marketing, the ideal would be to offer both a model at around $25,000 with less equipment and an authentic Sport version with a turbo engine with at least 225 horsepower to give it a little prestige.

To finish on a positive note, some of the models currently offered by Suzuki will be revised in 2012, which should get more people to the showrooms. That should   help the Kizashi.