Suzuki hopes local dealers can help market new model
Suzuki, ever the underdog in the US market, cannot afford an all-out media blitz to promote the all-new 2010 Kizashi, but will instead funnel $30 million of this year’s marketing budget to US dealers. The funds that are given to the dealerships will be used to do local advertising and other promotional offers.
The small Japanese automaker hopes sales the Kizashi pulls them out of a sales slump. Sales dropped last year by 54 percent and this year sales are down another 44 percent. This is depressing news because the auto market is recovering while Suzuki is continuing to see sales decline.
Suzuki plans on spending the other half of its marketing budget on two national ads. One ad in particular will focus on the car’s affordable all-wheel-drive option. Perhaps the other ad will help teach tongue-tied Americans how to properly pronounce Kizashi.