American Suzuki Motor Corp. will boost its ad spending significantly as it embarks on an ambitious sales growth strategy this summer.
The marketer will increase measured media spending on autos and trucks to $100 million next year from the planned $65 million in 2003 and $41 million in 2002, says Tom Carney, marketing director.
Suzuki aims to sell 200,000 vehicles annually in the United States by 2007 or roughly triple the 67,855 it sold last year.
That's a big task, considering Carney admits that when most people hear the name Suzuki, they think of motorcycles rather than cars.
The ramp up comes as Suzuki consolidates advertising for its regional dealer ad groups to national agency Dentsu's Colby & Partners of Santa Monica, Calif.
The 25 dealer groups each pick their own agencies, and few use Colby. That has caused "a disconnect" between Suzuki's national and regional ads and disparity in regional ads, Carney says.
Suzuki has asked Colby to set up service offices within the automaker's four regional offices to work with the dealer groups.
That will progress after each of Suzuki's four regions add an assistant manager for sales and advertising by the end of August.