Suzuki Aims At 3 Product Units' Synergy

Brandweek, April 24, 2000 by Jeff Green

American Suzuki aims to leverage the strengths of its motorcycle and marine divisions to broaden exposure for its auto marques in a multibrand campaign expected to break this fall.

Suzuki, Brea, Calif., has quietly combined the marketing functions for the three divisions and hired Richard Chang & Associates to develop a new branding approach, sources said. Details are still to be worked out, but it's already clear the three units will cooperate on the marine division's Suzuki Great Outdoors program on ESPN and Ducks Unlimited programs in Tennessee and Wisconsin, none of which has included auto products. It's also possible the marine and motorcycle units will join Suzuki auto's Heisman sponsorship, sources said.

The strategy will be introduced at a marine dealer meeting in August, bike dealer meeting in September and auto dealer meeting in November. "Our marketing will be both physically and spiritually combined," a source said.

The move, echoing rival Honda's leveraging of its car, motorcycle and small-engine divisions, will allow Suzuki to capitalize on awareness that is stronger for motorcycles (25% U.S.share) and marine engines (7-8%) than for cars and trucks (0.3%).

For the time being, each division retains its own ad agency: Asher&partners, L.A. (auto), Bear, West Lake Village, Calif. (marine) and Colvey Effler & Partners, L.A. (motorcycles). Ifs unclear who will develop the new branding campaign. Suzuki's total ad spend was $41 million in 1999, per Competitive Media Reporting.

Suzuki also will begin offering journalists packages of cars, motorcycles and possibly marine products for weekend reviews.