American Suzuki offering cut-rate financing for all models to boost sales

Article by Anita Panait, on May 28, 2012

American Suzuki commenced this month financing offers especially designed to revive the company’s ailing sales in the United States. The company’s sales dropped six percent in April 2012, in sharp contrast to the US industry’s 10 percent increase. The financing package includes zero percent loans for 72 months on all 2012 models in the US.

The cut-rate financing is available on all Suzuki models. The financing package also includes offers of $1,000 per car in dealer cash to retailers who are able to reach sales targets. The company is also providing new advertising materials for dealers to help them lure customers to showrooms.

In fact, American Suzuki started airing regional commercials this month, aimed at promoting its Kizashi mid-sized sedan. American Suzuki’s sales in April dropped after the company reduced its costs for marketing and public relations in order to post a profit in North America, which is the carmaker’s smallest regional market in terms of sales volume.

According to James Morrell, owner of Advantage Suzuki in Albany, N.Y., and chairman of the brand's national dealer council, the new incentives are a redistribution of the money saved by the company’s cost cutting measures.

The company has also restored some of the cuts it made in 2011. To save money, Suzuki did not renew its contract with J.D. Power and Associates, which tracks the company’s sales satisfaction data, when it expired in December 2011. The company did not hire anyone since then, but on May 1, it named global marketing research firm Ipsos. [source: Autonews]

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