Suzuki Auto Continues Hispanic Market Traction with New Advertising Campaign

Suzuki Auto Continues Hispanic Market Traction with New Advertising Campaign

Core brand strengths showcased in new broadcast spots and print ads, including expanded vehicle line and America’s #1 Warranty


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Brea, CA–(HISPANIC PR WIRE)–October 4, 2007–Building on last year’s groundbreaking and highly successful brand campaign that linked Suzuki’s rich motorcycle heritage to its automobiles, American Suzuki Motor Corp. launches a number of new television and print advertisements, highlighting the automaker’s expanded lineup of dynamic vehicles, bringing greater clarity to the company’s “Way of Life” brand philosophy and still illustrating the company’s motorcycle DNA. In addition to the seven-passenger XL7 midsize crossover SUV, rugged Grand Vitara and bold and functional five-door SX4 Crossover, the new advertising campaign introduces the stylish and performance-oriented four-door SX4 Sport, scheduled to arrive in dealer showrooms this month.

“We set the stage last year by implementing a new communications strategy that reflected the brand’s core strengths as a company that builds fun-to-operate vehicles, from Suzuki’s widely recognized motorcycles to our exciting and versatile cars and SUVs,” said Gene Brown, vice president of marketing and PR, Suzuki Automotive Operations. “As we move into the fourth quarter, we believe our spirited automotive lineup, anchored by the Grand Vitara, XL7 and SX4 Crossover, along with the addition of the all-new SX4 Sport, will continue to engage consumers and provide proof of Suzuki’s commitment to producing vehicles designed for their everyday active lifestyles.”

In addition to aligning with the brand’s rich motorcycle heritage, Suzuki’s 2008 advertising campaign further reinforces its dedication to the company’s “Way of Life” brand mantra, which promises vehicles that are designed for life enthusiasts – those who choose to live life to the fullest and not simply watch it go by.

Developed in conjunction with the company’s advertising agency, Dentsu Next of Brea, Calif., Suzuki Auto introduces five new 30-second commercials for general-market television and one Spanish-language commercial for the Hispanic market. The commercials integrate the invigorating thrills of driving a Suzuki vehicle, and in some cases, riding a Suzuki motorcycle. The campaign also features a broadcast spot that communicates a consistent strength of the brand, its ownership of America’s #1 Warranty. All broadcast advertising uses the themed mnemonic: “It’s gonna be a great ride,” accompanied by Suzuki Auto’s well-known “Way of Life” tagline. To subtly re-emphasize the point that the same company often thought of as a great motorcycle company also offers great automobiles, all spots end with the Suzuki logo “closing” as if it were a car door.

“Suzuki is a challenger brand and decidedly more interesting than a traditional status quo commodity, which means we have to entertain, intrigue, stand up and be noticed, make consumers rethink their opinions, surprise them, and make them listen,” said Carmen Dorr, creative director, Dentsu Next. “Creatively, that’s both a challenge and a dream come true.”

The television buy targets 25- to 54-year-old men and women and will appear on major networks skewing toward active-lifestyle programming, including Discovery Channel’s “Man vs. Wild,” ESPN’s NASCAR and NCAA basketball coverage. Additional cable support includes programming on A&E, FSN, National Geographic, NFL Network, Outdoor Channel, SPEED, TBS, TNT and VH1.

The Spanish-language television commercial, known as “Keys,” will air during shows targeting consumers with active lifestyles through the main Spanish-language networks, including Telefutura, Telemundo and Univision, as well as Mega-TV in Miami.

The broadcast spots are complemented by a series of print ads to further support Suzuki’s “Way of Life” positioning, which will be featured in active lifestyle publications such as Sobre Ruedas, Automundo, Sports Illustrated y National Geographic Adventure. Additional print support for the SX4 Crossover and all-new SX4 Sport extends to several auto enthusiast publications, including Super Street, C16 and Motor Trend. To reinforce the sophisticated styling and packaging of the XL7, Suzuki will advertise in publications such as Southern Living, Real Simple and Time.

“Keys” (30 seconds)

— Opens with a set of Suzuki keys flying through the air and being snatched by a passenger in a Suzuki Grand Vitara before falling to the ground.

— The voiceover says, “There’s only one car company where America’s #1 Warranty comes standard on every car and SUV.”

— The keys then get enthusiastically tossed from one Suzuki car to another throughout the city.

— The voiceover explains the details of Suzuki’s fully transferable warranty, clarifying the visual of the tossed keys.

— The voiceover asks, “What does a really good warranty tell you about the vehicle? … Everything.”

— Closes with the campaign’s signature line, “It’s gonna be a great ride.”

— Filmed in Los Angeles, Calif.

2008 Suzuki Auto Product Line

Suzuki’s popular and versatile product line now features the spirited four-door SX4 Sport, along with a variety of cars and SUVs to match the needs of active lifestyles. The 2008 vehicle line also includes the bold and functional SX4 Crossover, exciting XL7 midsize crossover SUV, rugged Grand Vitara compact SUV, the popular Forenza sedan and Forenza Wagon, and the European-styled Reno. Every vehicle in the line provides Suzuki’s standout virtues of toughness, leading-edge style and high-end features at very competitive prices. All 2008 Suzuki automobiles are backed by America’s #1 Warranty: a 100,000-mile/seven-year, fully transferable, zero-deductible powertrain limited warranty.

About Suzuki

The Brea, Calif.-based Automotive Operations of American Suzuki Motor Corporation was founded in 1985 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of more than 500 automotive dealerships in 49 states. Based in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle and outboard motor manufacturer with sales of more than two million new automobiles annually. Founded in 1909 and incorporated in 1920, SMC has operations in 187 countries. For more information, visit http://www.media.suzukiauto.com.

Suzuki Auto Continues Hispanic Market Traction with New Advertising Campaign