Suzuki Sales Data & Trends for the European Automotive Market
Suzuki have steadily declined from 2009 to 2013, losing half a percentage point of share during the period, before rebounding sharply since 2014, with sales returning to the 2008 level in 2017 and market share back above 1,5% for the first time in 8 years. Biggest contributors to the recovery are the crossovers Vitara and S-Cross, the former of which is Suzuki’s best seller in Europe with almost a third of the brand’s sales. These two models may operate in the same segment of small crossovers in Europe, the S-Cross is more spacious and aimed at small families while the Vitara has a more off-road design and is aimed at the trendy SUV buyer. Suzuki uses this two-different-models-per-segment strategy also in the minicar and subcompact car segments, making sure they cover as much of these classes as possible, because this where Suzuki is traditionally strong. The Japanese brand chooses to play its strengths rather than try and improve on its weaknesses, which include larger cars, for example with the failed Kizashi midsized sedan.
In the minicar segment Suzuki offers the sensible Celerio which offers class-leading interior space but no-frills design for an affordable price as well as the Ignis which offers trendy design at a slightly more premium price. The Ignis name was resurrected after 7 years, and the new design helped the model to instantly become Suzuki’s #2 model in terms of sales. In the subcompact car segment the brand sells the Swift and Baleno. The latter also happens to be a return of a familiar name, and once again it stands for a spacious hatchback playing the value-for-money card, while the Swift is a much more sporty model, also loaded with premium technology. Unfortunately the new generation Swift launched in 2017 has been unable to hit a chord with European buyers, potentially because the iconic design of the previous two generations, once the brand’s best sellers in Europe, has been greatly watered down.
Banking even further on its expertise in small SUVs, one of Europe’s hottest segments at the moment, the grandfather of that segment Jimny will be all-new for 2018 and promises to remain the most capable model in its class.
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