52 | Suzuki NZ T T Richard Loader Small cars and small SUVs popular The Suzuki Swift has been number one selling vehicle in its class since its introduction in 2004. AUTOMOTIVE Shields Bros Panel & Paint, Whanganui Ltd 77 Taupo Quay, Whanganui 4500 PO Box 35-228, Browns Bay, Auckland 0753 06 345-3377 or 0800 744 353 whanganui@shieldsbros.co.nz www.shieldsbros.co.nz Proudly supporting local Whanganui business The origins of what is today known as Suzuki NZ Ltd, span eight decades, and the Coleman family who were also well known in international motorcycling circles. Based in Whanganui, the family set up as importers and distributors of Suzuki motorcycles, ATVs and marine outboards. They also had a Suzuki car assembly plant. In 1984, Suzuki Motor Corporation purchased the entire assets from the Coleman family, establishing the business as a wholly owned subsidiary and retaining Whanganui as its New Zealand base. The decision to retain Whanganui as the home of Suzuki in New Zealand was based around the existing infrastructure and at the time the river town was central to its distribution, with 50% of the product going north of the town and 50% south. Over the last four decades the product range and dealership network throughout the country has grown, as has the company’s Whanganui headquarters. But perhaps most significantly, from the late ‘90s to early 2000s the biggest change has been the dominance of motor vehicles, when once motorcycles reigned supreme. The introduction of the new Suzuki Swift shape brought about revolution, changing the company’s focus, with steam train momentum that has not relented. “Going back to around 2000, we were probably turning over 12,000 new units a year across all lines, but predominantly motorcycle,” says Suzuki NZ CEO Tom Peck. “Currently we’re turning over 16,000 units a year with the majority being motor vehicle,” Tom says. “There’s something like seventeen segments in the motor vehicle industry, and we only work in two of them — small cars and small SUVs, that’s 27% of the total motor vehicle market. “We’ve stuck to our core business and pushed it quite hard. In both those segments, we’re the number one brand in the country. “The Swift has been number one selling vehicle in its class since its introduction in 2004. “We’ve always tried to make the Swift value for money and you really can’t buy much else in that price range. “There have been quite a few used import sales in the New Zealand over the years, and we’ve always tried to offer something new, as T T to page 54 an alternative to those customers.” Tom says a point of difference for Suzuki NZ is pitching its products to private customers, and that has contributed to the company’s winning formula. He says for many motor companies in New Zealand, the bulk of new car sales have been fleet or business, with private sales a much smaller part. “We’re the other way around. We are dealing with people spending their own money. “Across that customer spectrum, we have the widest range of ages in both male and female than just about any other brand. “For instance, people buying a Swift could be teens right through to eighty years young.” While Whanganui is the nucleus for marketing and sales, importation, distribution and “The Swift has been number one selling vehicle in its class since its introduction in 2004. We’ve always tried to make the Swift value for money and you really can’t buy much else in that price range.” logistics, there are 35 motor vehicle, 45 motorcycle, and 30 marine dealerships throughout the country. That is not including a number of car fleet rental companies, motor cycle rental companies and boat builders that all form part of the Suzuki family. Motorcycles are also distributed to the Pacific Islands. Tom says there are many things that contribute to Suzuki NZ’s success story. For one thing Suzuki is an internationally recognised name.
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