Suzuki Motor of America, Inc., has enjoyed a strong start to summer, with Suzuki dealers nationwide recording category-wide sales gains through June. Overall, June 2013 sales were nearly 30 percent stronger than the same month last year, Powersports Business has learned.
The largest sales gains were realized in the standard motorcycle category, including the 2013 Suzuki SFV650, which reached Suzuki dealership sales floors earlier in the month. Across categories, Suzuki made strides over last year’s same-month sales. Utility ATV sales were up more than 60 percent, for example, while motocross sales increased more than 50 percent. Cruiser, dual sport, touring and sport bike all enjoyed gains of up to 40 percent.
“Several factors contributed to June’s healthy sales,” said Rod Lopusnak, general manager-national sales for SMAI. “We began delivering new products to dealers in June, including the Burgman 650 scooters and the Suzuki SFV650. And we recently announced products in our 2014 Motocross and Boulevard lines. All this has people talking about Suzuki and visiting dealers, too.”
Lopusnak also stressed that Suzuki dealers are succeeding with the brand’s finance promotions.
“Our top-selling Suzuki Boulevard dealers are finding great success with the 0 percent and 1 percent financing. Few car manufacturers are even offering financing programs this strong,” he said. “Plus, all buyers of Suzuki Boulevard cruisers receive a Boulevard riding jacket at no charge. Suzuki is helping make it easier for dealers to sell these already strong products.”
Suzuki also is offering effective retail promotions on all models, including the Boulevard cruisers, KingQuad ATVs, and GSX-R sport bikes. The company’s “50 Years of Performance” promotion offers sport bike buyers their choice of Yoshimura slip-on mufflers, or cash back.
Suzuki continues connecting with current and past customers as it celebrates its 50th Anniversary in America. The “50 Years of You” sweepstakes contest encourages powersports enthusiasts to visit a Suzuki dealer, and rewards them with a chance to win prizes ranging from accessories to new motorcycles. Suzuki promotes these monthly contests using social media, in-store displays and email newsletters. Fans of Suzuki are also invited to share their own stories of Suzuki motorcycle and ATV ownership through the company’s website and social media communities.
The motorcycle consumer media is also getting a closer look at new Suzuki vehicles. Journalists recently tested the updated 2013 Suzuki Hayabusa on a 200-mile ride through the hills of California’s north San Diego County. Reporters will soon enjoy test-time on the 2013 Burgman 650, the new GW250, and the just-announced 2014 Suzuki RM-Z450 and RM-Z250 motocross bikes.
With the announcement that it will attend this fall’s AIMExpo in Orlando, Suzuki continues its growth plan for 2014. Along with more new-model introductions, this plan will include outreach to new powersports dealer prospects as well.
“We are eager to expand the footprint of Suzuki retail opportunities,” Lopusnak said. “We enlisted James Scarboro as National New Dealer Setup & Training Manager. We’ll take advantage of the experience he gained with Suzuki Automotive dealers to strategically build our dealer network and continue our growth.”
Suzuki is planning an increase in event marketing activity this summer to continue growing its connection to consumers. The company is hosting Suzuki owners at select motorcycle races and rallies over the next few months.
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