Late last week, I had the opportunity to sit down with Mark Harano, American Suzuki's new president.
Harano is 20-year veteran of Suzuki, having started in the Japan home offices' US Sales department back in the late eighties when Suzuki US line consisted of the Samurai and Swift.
Five months ago, Harano was promoted from head of Suzuki Canada to President of American Suzuki and moved from Toronto to the US headquarters in Brea, California.
And he's not the only one moving up in the world. According to Hirano, Suzuki is on a roll right now, with big plans for the future. Here are some excerpts from our conversation:
On the current state of Suzuki:
Harano: "It's a great time to be in charge of this North American market. Last year, 2006, [American Suzuki] had close to a 26-percent year-over-year [gross increase in sales] - which is highest in the industry. Also, Canada had 26 percent gross increase, which is also highest in industry. We have great momentum right now and down the road we are going to have more strong product coming in the pipeline. We are really trying to get focused and bring our operation up the next level. Last year, we had sales of about 100,000 units; we'd like to step up to the 200,000 sales level by 2010."
Loh: 200,000!?
Harano: "It sounds aggressive, but it still only about 1-1.5% market share to get to 200,000. It's not that difficult considering we have a lot of in-house development in the pipeline for this market.
Loh: You have said that this is the most exciting time in your 20 years at Suzuki? Why?
Harano: "It's mostly the upcoming product. And also Suzuki globally is growing very fast, particularly in Asia and India. All the investments Suzuki made in the past are coming up big now. So that has been giving the company a boost in the last couple of years. And that momentum will continue.
Plus, gas prices have been surging recently and that is, I think, quite a strong point with Suzuki, because Suzuki is very famous for our quality compact car.
Loh: What about your show cars at Tokyo this year?
Harano: "Obviously at the center of our stage is Kizashi 2 - that is most important. And the North American market very important for the direction of the company. Unfortunately there is not much I can say or speak to you [about the Kizashi 2], but as you see, this is a Version 2, following from Frankfurt. So Frankfurt had Version 1, and this is Version 2. Down the road, quite soon, at the North American show, you will see something related - another concept. That means it's not just a one time show car - this is something really indicative that something is coming.
Loh: The Kizashi 2 is a very different from the Suzukis we are used to - for one thing is a big vehicle.
Harano: "Yes it is a big vehicle - but a very attractive vehicle it is going to be. The most important role of that vehicle is to grab the attention of the US customer. As for the size - Suzuki can do the job."
Loh: Is the Kizashi/2 the new style or new face of Suzuki?
Harano: "Ah, not say that is exactly the new face of Suzuki but at least it is a kind of direction design wise. Suzuki is getting more aggressive - to be outstanding on the styling. I think you might feel already, starting from the Grand Vitara full model change, that the design and the styling, I think in my personal opinion, has dramatically changed."
Loh: What about the Pixy and SSC?
Harano: "Those areas are very interesting and unique concepts. Most likely, I think Suzuki headquarters wants to get some feedback on those kinds of concepts. It's not going to happen in a year but when a company shows a concept like that, it means they want to hear feedback.
Loh: Ok, last question are we going to get the Swift and what's this I hear about an upcoming Suzuki truck?
Harano: "Next generation Swift will come to the US. I can't say when, but it is easy if you just count backwards from when the current Swift was released. As for the truck, It's going to be almost, maybe a year from now - late 2008, that Suzuki will be bringing in a new truck to the North American market. But I can't say anything more than that."
So there you have it - Suzuki has some big plans indeed for the next few years. They'll be releasing a truck, the next generation of their award winning Swift, as well as a large and aggressive sport crossover. Will these new vehicles be any good? They'd better be if Suzuki hopes to double its current sales, and hit that ambitious target of 200,000 in just over two years.