Competition in today’s world is the name of the game and every automobile firm keeps this in mind whenever ready with new cars to be launched. So to be in the game different strategies are important to implement to stand out from the others. Following this Suzuki has come up with a new strategy and has allocated half of its Kizashi sedan marketing budget worth $30 million to the dealers in USA which has been confirmed by Mr. Kevin Saito, president of American Suzuki Motor Corp.
Another important aspect has been brought up by the Scott Pitman, president of Suzuki of Wichita in Kansas and according to him the company didn’t have the budget for a national launch and after discussions held with the Dealer Advisory Board, the company decided to redistribute the marketing funds.
Last year the company faced a lot of setbacks in the USA with the company’s sales going down by 54% which is almost double of what the whole auto industry faced. Last year the sales were satisfactory but this year in the same first month the sales were recorded with a 44% downfall than last year’s and adding to the stress was 6% rise in the market.
According to Greg Chaney, of Chacon Suzuki in Dallas and New Braunfels, Texas, the budget for each car does contribute to the differentiating aspects but since its rivals are selling 5 to 10 times as many cars as it does, then every dollar has to count. He also added that each dealer will have the opportunity to use funds according to efficiently,whether used on TV or radio. The car will be presented with two advertisements in order to gain attention, one a traditional car-launch ad and the other one focusing on the car’s available all-wheel-drive capability.
Executives and dealers got an opportunity to speak out at the National Automobile Dealers Association convention and the company is hoping to sell at least 1000 Kizashi’s through the every dealer which is expected to expand to 2500. If the sales reach 5000 units then Suzuki would consider building either a hybrid or V-6 variant of the same car.
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[...] Suzuki Motor Corporation has been putting efforts to spread its presence in the USA with its Suzuki SX4 sedan and now its latest offering, more powerful and elegant, The Suzuki Kizashi Sports. Suzuki unveiled the Suzuki Kizashi Sports 2011 at the New York Auto Show 2010 . This was expected as Suzuki had already planned and allocated resources for Marketing of Kizashi In USA. [...]