Japanese compact car manufacturer Suzuki Philippines (SPH) posted a record-breaking 37% year-on-year (YoY) growth as they end a fruitful year. This is marked by timely product launches, new dealership inaugurations, and other events which have brought the products closer to Filipinos’ hearts.
From teasers that gave a preview of the all-new sedan Ciaz to the first-ever media and bankers’ test drive which showcased the subcompact sedan’s road-handling excellence, Suzuki was able to connect to a wider set of an audience through strengthened marketing efforts in 2016.
Aside from product portfolio additions – which include the Euro 4 compliant Super Carry – SPH mounted cross-country Auto Festival, test drive activities, and participated in last year’s Philippine International Motor Show (PIMS) where Suzuki’s lineup of best-selling vehicles were displayed to better reach car aficionados and customers.
Through its successful claim as title sponsor of last year’s AFF Suzuki Cup, Suzuki was able to showcase beloved brands headed by the AFF-dressed Swift and all-new Ciaz and Ertiga, which left tournament goers in awe.
The year also saw a number of dealership launches in line with the company’s determination to impart the Suzuki Way of Life and offer greater product and service accessibility to more Filipinos.
Among the newly-launched dealerships located in the country’s emerging markets include Suzuki Auto South Cebu, Suzuki Auto Pulilan, Suzuki Malolos Satellite, Suzuki Auto Gen San, Suzuki Auto Quezon Avenue Satellite, Suzuki Auto Sta.Rosa, Suzuki Auto Biñan, Suzuki Auto Baguio, Suzuki Auto Davao, Suzuki Auto SM Gen San Satellite, and Suzuki Auto Batangas.
Product launches and accolades
Last year, SPH added two award-winning vehicles to its growing family: the elegant and sporty subcompact sedan Ciaz, which was distinguished as the Best Value for Money in the Compact Sedan segment at the 2016 Auto Focus Media’s Choice Awards and the Best Subcompact Car at the 2016 CAGI Car of the Year Awards; and its first-ever utility commercial vehicle (UCV) Super Carry, which earned the Best Utility Commercial Vehicle distinction at the 2016 CAGI Car of the Year Awards.
The multi-awarded Ciaz delivers best-in-class fuel efficiency, advanced features, stylish exteriors, redefined interiors, and exceptional performance, as demonstrated in test drive activities conducted last year.
Meanwhile, Super Carry features exceptional strength, quality performance, superior loading capacity, and a Euro-4 compliant Diesel engine, designed to enhance operations of businesses, particularly MSMEs, while helping address recurring national issues such as heavy traffic, increasing fuel costs, uneven road conditions, and worsening pollution.
Suzuki was also part of the first-ever Euro 4 Fuel Economy Run organized by the Department of Energy (DOE) in partnership with Petron Corporation. Celerio M/T, Ciaz GLX A/T, Swift 1.2, Ertiga GLX A/T, Celerio, and Ciaz M/T were among the 70 vehicles that joined the 280-km run participated by 20 different car manufacturers.
Out of all the participating vehicles, Suzuki Celerio CVT emerged to have the best gasoline-powered engine, while the all-new Ciaz Manual Transmission (M/T) topped the fuel-efficiency test in the gasoline sedan category.
2016 Top sales drivers
Aside from Ciaz and Super Carry, other Suzuki cars contributed to SPH’s overall sales growth, too. Known for its surprisingly spacious interior and stylish exterior, all-time favorite Celerio emerged to be SPH’s largest 2016 sales driver, with a 149% YoY sales growth. Meanwhile, spacious Ertiga, iconic Jimny, dashing Swift, and Alto 800 followed as the next leading sales drivers, each having maintained a double-digit YoY growth.
The 7-seater Suzuki Ertiga also bagged the MPV Best Value for Money distinction at the 2016 Auto Focus Media’s Choice Awards.
Bigger plans for the Philippine market
Inspired by the positive customer feedback and nonstop sales growth, SPH is all set to surpass its 2016 performance through amplified and sustained efforts in product value enhancement and brand building. The company has a number of dealership openings in its 2017 pipeline, as part of its resolve to further strengthen its presence in the country’s most developed cities.
“The automotive industry was intensely competitive last year, but we have managed to stay on top of the game. Our relentless efforts to truly understand and address market needs have made 2016 a successful and abundant year for Suzuki,” shares SPH General Manager for Automobile Mr. Shuzo Hoshikura.