Suzuki South Africa reached the incredible milestone of welcoming its 200,000th customer this July, 15 years after the subsidiary opened the doors of its first local dealership in 2008.
Last month, the Japanese automaker sold an impressive 4,361 vehicles bringing its tally to 201,417 sales, equating to an average of approximately 13,428 units per year for the past 15 winters.
Suzuki hasn’t always been one of the country’s top three best-sellers, however.
“Our story in South Africa is one of increasing sales and increasing sales momentum,” said Henno Havenga, general manager of auto sales and marketing at Suzuki Auto South Africa.
“For instance, we took just over nine years to sell our first 50,000 units. The next 50,000 units were sold in four years, the next 50,000 units were marked off in 17 months, and our last 50,000 units to reach 200,000 sales were recorded in 12 months and a few days.”
Affordability is key
Suzuki attributes its great success in the local market to the affordability of its vehicles not only in terms of the purchase price, but also the running costs after a customer has already taken delivery of their new ride.
“People are responding to the increasing cost-of-living expenses by opting for more compact and more fuel-efficient vehicles and by shopping around between manufacturers for the brand that offers the best value for money,” said Havenga.
“Suzuki scores well on both counts.”
The company currently has the most affordable car in South Africa in its portfolio, the R169,900 S-Presso, as well as the most fuel-efficient models in both the passenger car and light-commercial segments in the form of the Celerio hatch, Super Carry truck, and Eeco panel van.
Suzuki-badged autos are widely available in just about every price bracket, too, with buyers for example being able to choose between Celerio, Ignis, S-Presso, and Swift which are all available at roughly the same price.
Additionally, Suzuki has invested heavily in its dealership network to bolster after-sales support, with 100 outlets now established across the country that must all meet strict criteria for customer support, parts availability, and service excellence.
“We feel strongly that Suzuki owners, whether they buy a Celerio or a Grand Vitara, should not feel like they have made a compromise or that they are a second-tier customer,” said Havenga.
“In this regard, we have made the decision to redouble our support of our dealers and customers. This includes activities as diverse as shipping parts to every dealer every day and making sure that every Suzuki in South Africa has at least two airbags and stability control as standard.”
What’s coming
The rest of 2023 is shaping up to be an exciting few months for Suzuki, with not one, not two, but three new vehicle releases being on the cards.
First up, fans can expect the arrival of the all-new Fronx crossover coupe.
The Fronx is expected to slot in at the bottom of the manufacturer’s SUV family and will feature either a naturally-aspirated, 1.2-litre motor or a turbocharged block with a 1.0-litre displacement.
It will also offer niceties such as a touchscreen with Apple CarPlay and Android Auto, a multifunction steering wheel, automatic airconditioning, a 360-view camera system with parking sensors, a heads-up display, and a wireless charger.
Following the crossover, the next model in line is the XL6, a six-seater MPV with the styling of an SUV.
In India, this particular Suzuki is powered by a 1.5-litre, petrol motor with “Progressive Smart Hybrid Technology” like in the new Grand Vitara, and it boasts creature comforts along the lines of ventilated front seats, leatherette upholstery, and a 360-view camera programme that makes it easier to manoeuvre in tight spaces.
Last in line for 2023 is the five-door Suzuki Jimny, a larger and more premium version of the three-door compact 4×4.
Like the smaller model, the five-door gets a 1.5-litre petrol motor, manual or automatic gearbox, and the AllGrip 4×4 foundation, but the rest of the vehicle has been modified “to appeal to a wider range of customers.”
Upgrades naturally include an extra set of doors and longer wheelbase, as well as front seats that can fold flat to create two cushioned sleeping spaces, a 9-inch infotainment system with Apple CarPlay and Android Auto, automatic LED headlamps, and climate control.
Keyword: Suzuki smashes major milestone in South Africa