Suzuki’s new Boulevard Brand Increases Sales

Suzuki Boulevard – the new cruiser brand introduced by American Suzuki Motor Corp. (ASMC) in June 2004 – has significantly increased Suzuki cruiser sales, awareness and dealership traffic nationwide, says the company. 2004 fourth-quarter sales of Suzuki cruisers increased 33% over the same quarter in the previous year.

Suzuki, based in Brea, Calif., launched five Boulevard models last year, and supported the launch with an aggressive marketing program. To continue the momentum, Suzuki is introducing four Boulevard models for 2005 including two signature muscle cruisers and two classic touring bikes.

“We put a lot of time, effort and research into identifying what cruiser riders really want – and then put all this information to good use by creating a whole new brand of cruisers called Boulevard,” said Glenn Hansen, ASMC advertising and press relations manager.

The initial launch included five 2005 Suzuki Boulevard models that hit showroom floors in August 2004 – the S40, S50, S83, C50 and C90. New this year is the 2005 M50 and M95, as well as touring models of the popular C50 and C90. The M50, M95, C50T and C90T models hit Suzuki motorcycle showrooms around the beginning of this year.

The specific product names reflect not only engine size in cubic-inch displacement but also the style of the bike as well – the stylish “S” series, the “C” series featuring classic cruiser styling and the more-muscled “M” bikes.

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