Suzuki has a bold vision of doubling its motorbike sales in the UK.
Faced with fresh competition from new brands and models from China and India and aggressive pricing for new models from traditional rivals, Suzuki GB has already cut the prices of around 70% of its street range, some 13 models.
It has also extended its service-activated warranty for up to 10 years or 70,000 miles, a first for a motorcycle manufacturer.
Paul de Lusignan, Suzuki GB’s director of motorcycles, revealed his ambition of doubling its sales over the coming years to boost market share to Motorcycle News (MCN).
Suzuki’s pricing restructure in the UK saw up to £2,900 knocked off models, in this case the GSX-S1000GX+, while many other models received £1,000 reductions to make their pricing more competitive.
Suzuki currently sells 3,500 to 4,000 motorbikes a year in the UK so doubling that is no mean feat. It also wants to make its dealerships’ business more sustainable.
Suzuki is now delivering on its promise with its best range for many years.
We’ve seen the arrival of new GSX-8S, R, T and TT middleweights, GSX-S1000GT sport tourer and GX crossover, new DR-Z4S trail bike and SM supermoto and upgraded Address, Avenis and Burgman 125 scooters.
Still to come is the GSX-R1000R 40th Anniversary Edition next month and SV-7GX middleweight crossover, with the much-loved 645cc V-twin engine, this summer.
There are also hints of Suzuki looking to move into the dominant 350 to 400cc mid-capacity road bike market.
Mark Trench, our dealer principal, welcomed Suzuki’s plan to grow UK sales and be more competitive.
“Suzuki knows it has quality products out there but it just needs to get more volume through promotions, pricing and being more aggressive.
“There’s nothing wrong with its motorbikes, they have a great reputation. Suzuki needs to try harder to get in the market more and also to expand its range.
And there are new products in the pipeline such as an electric scooter.
Suzuki wants to grow its UK sales and market share over the next five years.
“It started with the price alignments and then it will be done with well-priced new products,” added Mark.
Check out the full range of new Suzuki motorbikes at orwell.co.uk/suzuki/new-suzuki-motorcycle-range
