Suzuki's Kizashi could sell better if the factory advertised it more and if dealers stocked the car in higher numbers, the brand's dealer council chairman says.
James Morrell, owner of Advantage Suzuki in Albany, N.Y., and chairman of the Suzuki Dealer Advisory Board, says the Kizashi fares well when consumers compare the car with other mid-sized sedans. Morrell says about half of the 80 new cars he sells in an average month are Kizashis.
"Unfortunately, a lot of dealers don't stock and promote the Kizashi to the level that they need to, and obviously there's no concerted national media presence because of the sparse dealer network in parts of the country," Morrell said.
American Suzuki's dealers sold 6,942 Kizashi sedans in 2011, up 13 percent from the 2010 total.
Suzuki is mostly concentrated in smaller, mid-market U.S. cities. Morrell says that limited presence, plus a marketing budget strained by the surging Japanese yen, makes it tough to spend big on a national advertising campaign.