We're gearing up for the next auto show season, with the Los Angeles showcase taking place in just a few weeks. Suzuki – an automaker that hasn't been doing so hot lately – will reportedly be absent from this year's festivities in Los Angeles, and will not be seen at the North American International Auto Show in Detroit come January.

"For the upcoming season, our brand will selectively participate at auto shows where our distinctive and engaging story will resonate the most," Suzuki spokesperson Jeff Holland told Automotive News. As for the remainder of the North American show circuit, it's unclear whether or not Suzuki will appear at the Chicago Auto Show in February, but we'd be surprised if the Japanese automaker didn't have some sort of showing in New York next spring.

Suzuki was hit hard by the large economic recession of the past few years. Automotive News reports that while the automaker managed to sell over 100,000 vehicles in the United States in 2007, it only sold 23,994 in 2010. Due to the poor economy, Suzuki's marketing budgets have been slashed, says Holland, and thus, the company will have "more of a conservative approach going forward."


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  • 36 Comments
      breakfastburrito
      • 3 Years Ago
      Suck it Suzuki. Told you long ago, that I'd buy a SwiftSport even at a markup. Lots of people would have, after realizing how amazing they are. Chasing Subaru with the SX4, and VW with the Kizashi, proved to be more bad choices by marketing douchebags. Now I'll watch you disappear.
      RobbieAG
      • 3 Years Ago
      "For the upcoming season, our brand will selectively participate at auto shows where our distinctive and engaging story will resonate the most," Wow, that's spin if I ever heard it...
      Johnny Trailerpark
      • 3 Years Ago
      Dead man walking.
      yahtzeejimbob@gmail.com
      It's a good thing we were able to read it here.... elsewise we probably wouldn't have noticed them missing.
      Basil Exposition
      • 3 Years Ago
      And with the flit of the PR quill, "due to awful sales performance, we can't afford to attend these major shows and even if we could, we would have nothing new to show" Magically turns to "our brand will selectively participate at auto shows where our distinctive and engaging story will resonate the most"
      finzenchrome
      • 3 Years Ago
      and a "more of a conservative approach going forward" translates to "we'll just stick with making motorcycles."
      CarCrazy24
      • 3 Years Ago
      Agreed, Suzuki needs to really step up to the plate to compete. I think they make a great alternative to the Hyundai/Kia/Toyota norm, they just need to embrace their sporty heritage. The European Swift is one of the best small cars on the road....bring it here with one of their great fuel efficient engines! They also need to desperately redesign their SUV and increase MPG across the board. I know their lower model cars have AWD...it should be integrated into all of their cars like Subaru. If they can compete with Subaru on price, I feel like they have a shot.
      mjzalucki
      • 3 Years Ago
      That's too bad, but they made a huge, HUGE mistake by not bringing the Swift here. Kizashi is the spiritual successor to the last generation Jetta. Too bad it's saddled with that weird name that makes it sound like a Japanese candy bar. Suzuki needs to concentrate on just a few models and create a market niche for itself. Maybe, like Subaru, focus on all-whell drive for all models, or tie in their great heritage with motorcycles. With the current exchange rate for the yen, unless they can import the cars from a lower cost country of origin (not Japan), they will be doomed.
        AP1_S2K
        • 3 Years Ago
        @mjzalucki
        i always wonder what industry most people are in when they respond, but your response is something Suzuki should listen to. I don't know why they don't focus on being market niche somewhat like what Toyota has done with Scion because I really do like the styling of the Kizashi (yea poor marketing move on Suzuki's part with the name). Come on Suzuki, the purveyors of all-wheel drive and tiny cars (Pikes Peak hill climb victories fall by the wayside with Suzuki). "lower cost...". Yea, look at the success Kia (the Soul is selling really well on price point) and Hyundai have had, yet Suzuki flails around even though they've been in the US market place for some time.
      Making11s
      • 3 Years Ago
      I keep saying Saab and Mitsubishi will be the next to leave the NA market, but that's only because Suzuki is so forgettable. They'll be the next ones to go.
      gnvlscdt23f
      • 3 Years Ago
      Don't know how they'll make it much longer. The dealer near me just tanked a few weeks ago and there were only four in this TV market (and geographically it's a big one) to begin with, but one that just opened maybe a year ago apparently has also went under without being noticed. The one remaining in my state's part of the market is also a Buick-GMC dealer and Suzuki is just a small outpost in a lower parking lot. Have to wonder how much longer they can hold out losing dealers.
      AngeloD
      • 3 Years Ago
      They should have hooked up with FIAT-Chrysler when they had the chance, it would have given them a huge N. American dealer base to sell their product through. The hookup with VW has been a loser of an idea from day one. Unless Suzuki figures out a way to reverse the shrinking of their US dealership base, they're toast.
      Ryan
      • 3 Years Ago
      Its too bad they're having so many problems, because I'd consider rocking an AWD Kizashi... I think they're pretty attractive cars, a good size, and they're also cheap. I figured that would be a winning formula, but with absolutely no advertisement, I don't even know how anyone would find out the Kizashi existed.
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