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Chasing after younger customers

Suzuki wants to push its large model offensive. "Between 2004 and 208 we will launch nine new models or derivates on the market," announced Peter. A. Verloop, Suzuki International Europe spokesman.

The offensive will start in spring 2005 with a new basic model, which is based on the Concept C. "This model marks a new trend within our product philosophy. It is the first car with clearly European design," Verloop explained. At the end of 2005 the successor for the Grand Vitara will follow. Suzuki hopes to regain its former strength within the SUV segment with this model. From mid 2004 diesel engines will be available for each of the six model series - the only exception is the Alto.

Therefore the importer increased its 2004 marketing budget by 10 percent, to draw potential customers' attention to this fact. "The brand is currently only known by less than 20 percent. Our customers' average age is approximately 50 years. We need to fill younger customers with enthusiasm for the brand," Verloop said.

That is why he wants to emphasize four claims by the brand: "Sports, fun, authenticity and friendliness." Therefore from the 2004 / 2005 season Suzuki will become the main sponsor for the SC Freiburg football Club, for a minimum of three years.

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