Chris White is Suzuki’s new head of U.S. auto sales, marketing

Article by Christian Andrei, on July 15, 2011

Chris White has been appointed as the director of automotive sales for American Suzuki Motor Corp. and as such will be its top U.S. sales executive. White, who was promoted from being the dealer development boss, is now responsible for its automotive sales and marketing operations. White’s official designation before this promotion was as the company’s senior manager of dealer development.

He now has the challenging task of rebuilding Suzuki after its sales dropped to 23,994 units in 2010 from a high of over 100,000 units in 2007.

From January to June 2011, American Suzuki had sales of 13,402 units, standing for a 16% increase when compared to the same period last year. Suzuki spokesman Jeff Holland said that White is the replacement of Koichi Suzuki, its executive vice president.

He will be going back to Japan to work in the corporate planning and marketing department of Suzuki Motor Corp.

White will be reporting directly to Seiichi Maruyama, who became the president of American Suzuki last April. Maruyama supervises the firm’s automotive, motorcycle and power equipment businesses.

This is Koichi Suzuki’s second comeback to Japan since he became American Suzuki's first automotive president in 2004. Koichi Suzuki, who isn’t a part of the founding family, kept this position he went back to Suzuki Motor Corp. in May 2007 in Japan.

He returned to the U.S. as the executive vice president of American Suzuki in 2009. Under the leadership of Koichi Suzuki, its U.S. sales reached record highs of over 100,000 units in 2006 and 2007.

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