Suzuki

Way of Life

Suzuki: The Japanese brand that brought us the legendary Hayabusa motorcycle, but whose cars in the US were... well, less legendary. They tried everything from tiny SUVs to rebadged Daewoos. Clutsh's no-BS guide takes a look back at Suzuki's often-baffling American adventure. Buckle up, it's gonna be a weird ride.

Suzuki: An Overview

Suzuki Motor Corporation is a Japanese multinational corporation known primarily for its motorcycles, ATVs, and marine engines. While Suzuki still sells cars in other parts of the world, it withdrew from the US automotive market in 2012 due to poor sales and a struggling brand image. During its time in the US, Suzuki offered a range of mostly small, affordable cars and SUVs, often emphasizing off-road capability or unique designs. They were also known for their low prices.

The Upside of Suzuki: Where the Brand (Occasionally) Shined

Suzuki's strengths, at least in certain models and at certain times, included affordability, fuel efficiency, and a knack for producing surprisingly capable off-road vehicles. The Samurai and Sidekick (later Vitara) were known for their ruggedness and go-anywhere attitude, despite their diminutive size. Suzuki also had a reputation for building reliable motorcycles, a reputation that didn't always translate to its cars.

The Downside of Suzuki: Why They Bailed on the U.S. Market

Suzuki's struggles in the US market were numerous. Poor marketing, inconsistent product quality, and a lack of brand identity all contributed to their downfall. Many of their models were considered underpowered and unrefined compared to competitors. The brand also suffered from a lack of investment from its parent company, leading to outdated designs and technology. Ultimately, Suzuki couldn't compete with the established players in the US market and threw in the towel. They also suffered from an extremely small dealer network.

Suzuki's Model Lineup: A Hodgepodge of the Forgettable and the Funky

Suzuki's US lineup was a mixed bag. The Samurai, a tiny, lightweight 4x4, gained a cult following (and some notoriety for rollover concerns). The Sidekick (later Vitara and Grand Vitara) was a slightly larger SUV that offered decent off-road capability. The SX4 was a compact car available with all-wheel drive, a rarity in its segment. The Kizashi was a mid-size sedan that aimed for a more upscale feel but failed to gain traction. Suzuki also rebadged and sold various Daewoo models, including the Verona, Forenza, and Reno, with limited success. Then there was the XL7, a mid-size SUV that was bigger and more powerful than anything else they sold.

Suzuki's Wild Side: Samurai, X-90, and the Mighty Hayabusa

Suzuki wasn't afraid to take risks, and some of their more unusual models are worth mentioning:

  • The Suzuki Samurai: This tiny, rugged 4x4 became an unlikely icon in the 1980s, known for its off-road prowess and affordability. However, it also gained notoriety due to concerns about its stability and rollover risk, highlighted in a controversial (and later retracted) Consumer Reports review.

  • The Suzuki X-90: Possibly one of the weirdest SUVs ever conceived, the X-90 was a tiny, two-door, T-top SUV that looked like a roller skate. It was a commercial flop but has gained a cult following for its sheer oddity.

  • The Suzuki Hayabusa: While not a car, the Hayabusa motorcycle deserves a mention. This legendary sportbike was once the fastest production motorcycle in the world, capable of exceeding 190 mph.

Buying a Used Suzuki: Cheap Wheels, But Buyer Beware

The used Suzuki market offers some of the cheapest used cars you can find, but it's crucial to proceed with caution. A pre-purchase inspection is highly recommended. Research the specific model and year for any known reliability issues. Service records are helpful but may be difficult to obtain. Parts availability can be a challenge for some models. Be prepared to potentially do some work yourself or find a mechanic who's willing to work on these often-forgotten cars.

The Suzuki Dealership Experience: A Thing of the Past

Suzuki dealerships are extinct in the United States. You'll find used Suzukis at independent used car lots, online marketplaces, and maybe even at the back of a gas station in a forgotten town.

Clutsh's Take on Suzuki

Suzuki's American adventure was a rollercoaster ride, filled with ups and downs, oddities and occasional flashes of brilliance. While the brand ultimately failed to gain a lasting foothold in the US market, it left behind a legacy of quirky and sometimes surprisingly capable vehicles. The Samurai, despite its flaws, remains a cult classic among off-road enthusiasts. If you're looking for a cheap used car and stumble across a well-maintained Suzuki, it might be worth considering, especially if you need a small, fuel-efficient vehicle or a basic 4x4. But be prepared for the challenges of owning a car from a defunct brand, and don't expect it to win any awards for refinement or luxury.

Suzuki's Closest Competitors (When It Existed):

Suzuki's competitors in the US market included other budget-friendly brands like Kia, Hyundai, Mitsubishi, and entry-level models from Honda, Toyota, and Nissan. Its small SUVs also competed with vehicles like the Jeep Wrangler and Ford Bronco Sport.