Suzuki is about as small as automakers get here in the United States, even if its parent company does mad business in Japan and other parts of the world. So when the scrappy purveyor of the SX4 and Grand Vitara says it will again be ponying up for Super Bowl ads featuring its Kizashi mid-size sedan, it raises some eyebrows, including ours.

Super Bowl ads are notoriously expensive, and Suzuki sold just 26,619 vehicles in the U.S. in 2011. Based on last year's $2.8-$3 million ad cost estimates, that would be over $100 per vehicle. But Suzuki's 2011 ads only aired in 14 targeted markets, presumably bringing the cost down substantially. (Suzuki tells us it will be running its 2012 ad regionally as well.) We've seen some reports pegging its Super Bowl budget last year at $2 million, which still works out to $75 per Suzuki sold. For comparison, Chevrolet spent an estimated $15 million (five spots) on the 2011 Super Bowl, and sold 1,775,812 vehicles, which works out to about $8.45 per car.

Suzuki sent us the teaser image above, which looks like it will continue the snow theme of last year's "Wicked Weather" ad, which featured evil snowmen chasing an all-wheel-drive Kizashi. If you missed it because you don't live in the snow belt, we've got the long version embedded after the jump.

UPDATE: Suzuki contacted us, saying that the report of a $2 million ad spend last year was wrong. According to the automaker, it only spent $200,000 on its regional Super Bowl ads in 2011, meaning the per car cost was much, much lower – a mere $7.51 per car. "We have attempted to be fiscally responsible in every facet of our business," said Suzuki spokesman Jeff Holland, "and this includes ad buys like our new Super Bowl spot."



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  • 18 Comments
      adam512
      • 2 Years Ago
      why is everyone dissing small car makers, IMO small car makers make very niche products that are nice to see once in a while because they are different. Its not like SUZUKI makes rubbish like GEO did or something. They are very reliable and in fact very reputable and big in europe, japan, asia and india especially! Its also one of them japanese car company's with some character along its entire lineup, well at least in europe anyways
      Basil Exposition
      • 2 Years Ago
      Seriously Suzuki, a Super Bowl ad is not going to save you here. Time to pack it up and leave the US market to your 2-wheeled offerings.
      tenspeeder
      • 2 Years Ago
      Too most people still think Kizashi is a breakfast cereal
      Jesus!
      • 2 Years Ago
      You know I think I have only seen one Kizashi since they came out and thats thinking it may have just been poctures online. Suzuki needs to save their money and give up in the car segment.
        DjDATZ
        • 2 Years Ago
        @Jesus!
        There's one in my garage at work, and I nearly wreck my car every day from ogling it too much. :P
        • 2 Years Ago
        @Jesus!
        [blocked]
      Anthony Vangeli
      • 2 Years Ago
      The Kizashi is SUCH A GREAT CAR. The advertising, however, is rather lackluster... Which saddens me... :-/ Hope this new ad is at least somehow better than those previous...
        tbm.tbm
        • 2 Years Ago
        @Anthony Vangeli
        Maybe you live in a market without much Suzuki advertising, but the TV spots are fun to watch and informative. It compares favorably to work from any other car company, big or small.
      Snark McGee
      • 2 Years Ago
      "Suzuki is about as small as automakers get here in the United States," why do autoblog articles start with these asinine statements? small automakers that sell in the US: Tesla, Local Motors, Jaguar, Land Rover. Suzuki isn't small. Sorry if this seems trivial, but why can't autoblog just report on the particulars of the story without this sort of crap?
        • 2 Years Ago
        @Snark McGee
        [blocked]
      Jonathan
      • 2 Years Ago
      Suzuki save you limited money. Or ask the Volkswagen stake to pay for it.
        Elmo
        • 2 Years Ago
        @Jonathan
        Volkswagen gave up their stake in Suzuki. They have no connection to Suzuki anymore.
          • 2 Years Ago
          @Elmo
          [blocked]
      BlackDynamiteOn
      • 2 Years Ago
      90 seconds on the SuperBowl is over $10M. Suzuki makes it's last stand..... BD
      Adam M
      • 2 Years Ago
      love the math! LOL poor Suzuki. worst part is it wont show in all markets... So here in Texas we wont even see it.
      Bryan Lund
      • 2 Years Ago
      I test drove a 2010 Suzuki Kizashi with a CVT automatic tranny and if I bought one I would opt for the 6-speed manual version. But the car rode like a dream. I would drop up to $23,000 large on a red Kizashi 6-speed standard transmissioned-model way before I would even think about wasting money on a VW of any flavor. Suzuki doesn't read the dorky put-down comments...they have an automatic filter on that sends them to people like Warren Buffett and Donald Trump. People that would buy vanilla Camry's or VW Passats or Jetta's. Suzuki is as sound as a pound and they're not punch-drunk enough ta just pull up stakes and leave the U.S. Now back to your Rihanna and Lady Gargoyle, you's guys.
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