[GTO]

After the recently adopted brand theme – Apna Way of Life, Suzuki Motorcycles has brought Salman Khan onboard as its 1st brand ambassador. Salman will be part of a campaign promoting the recently launched motorcycle, the Hayate. This is a superb move by Suzuki and will help the brand get some much needed consumer mind-share. Suzuki has been relegated to the position of an also-ran in the Indian 2-wheeler marketplace, unlike its 4 wheeled sibling, Maruti Suzuki. Salman Khan has an incredible fan-following with the masses in both, urban and rural India. Most of Sallubhai's recent movies have been box-office hits (and we're huge fans of the cool Khan!).

This is only the second time that Suzuki has had a brand ambassador in India. Back in 2001, Maruti Suzuki had the father-son duo of Amitabh and Abhishek Bachchan promoting its Versa MPV. Unfortunately, that did nothing for the Versa that ended up as a market dud. Suzuki must be hoping to emulate the success that Hyundai and Yamaha have enjoyed with Shahrukh Khan and John Abraham respectively. A brand ambassador can bring eyeballs to the company and even footfalls to the showrooms, but beyond that, the product has to do the talking. Is the 100cc Hayate commuter bike up to the task?

By 2013, Suzuki Motorcycle plans to increase its annual capacity from the current 360,000 units to 540,000 units. It is also expected to set up a second plant in Haryana at a cost of Rs 2,000 crore. The company sold 35,158 units in March 2012, compared to 27,361 units in March 2011. But this is still far behind its competitors. The most successful product for Suzuki Motorcycles has been the Access 125 gearless scooter. Its motorcycle range has been largely neglected by the market.

[vinair]

Unless Suzuki wakes up and starts to offer some exciting products in the 150 - 200cc category, even Salman Khan will not be able to do much. Don't understand why Suzuki thinks that we Indians decide on a bike by the celebrity who endorses it and not by any other parameter! Look at Yamaha which has gone painting the town red with its FZ series! This was another company that had the potential but lacked brains to cater to the absolute Indian needs. If home grown brands like TVS and Bajaj can invest in R&D and come out with some daring models, why can't Suzuki pick something simple from their international line up and modify it to Indian tastes (that is if the company is not really interested in offering a made for India model...)

[anjan_c2007]

Commonalities between Salmanji and Suzukiji:
There was a recent,famous joke on Salmanji. He went to see a suitable bride when his would be Ma-in-Law yelled "Oh MY God, this same guy had come to see me 20 years back!"
For Suzuki it will be the same quip over again. "Oh this bike had come 27 years ago as the Ind-Suzuki and now here it comes again!

[Mpower]

Flashback to 1985 !

Anyone remember the Hero Honda ad from 25 years ago with Salman?

Source: Here.

[Durango Dude]

I think people who mow down pavement dwellers with their SUV's have no business to become brand ambassadors of any product, let alone an automotive product.

[grazd]

It looks like its going to be a long time before we can expect suzuki to bring in any of their innovative products as this interview makes all too clear.

We will be introducing motorcycles for the mass segment, which coupled with scooters, should bring in large volume sales for Suzuki.

They want to have volumes before targeting the niche segments. not sure if its a smart strategy considering the intensely competitive market they are in. Salman is obviously a ploy to get the masses excited about their products, again not sure how far that will succeed. Its going to be long haul slog watching various underwhelming bikes competing. many of them are neither simple and rugged nor exciting and performance oriented

[black12rr]

Do they really think that ppl with buy bikes since some bollywood hero is the brand ambassador ? . How dumb suzuki ?

Instead of spending crores of Rs for so called stars to endorse their bikes , Suzuki should have distributed the same money on special prices limited offers on their big bikes range , that would have at least bought some kudos to them . How about cutting down Suzuki GSX1300R Hayabusa price for 10L ex showroom across INDIA ?

See Bajaj ,even without a single add or endorsement from anyone , the DUKE has exceeded 3000 + bikes and their remaining line up also does tons of volume .

[aargee]

IMHO, Suzuki doesn't need a brand or ambassador!!! They need wide spread dealer network + strong products. Compare their entry level offerings of Access 125, Slingshot, GS150R with their premium offering of Hayabusa, Gixxer 1000, Bandit & Intruder (2 editions), with such a portfolio offering, how can they expect to grow in a market that is full of people who look for great FE & VFM vehicles.

If I'm not wrong, Suzuki should be making more money with their premium offerings than their entry level segments in India.

Their rivalries are maturing to 200cc & above, while these people haven't crossed 150cc segment until now. And what's the theme for Slingshot? I seriously couldn't understand anything as what difference does it make as a product.

And if one looks at the top players...BAL & Honda (HMC eventually will fall into the same fate if they don't compete), both of them are expanding left & right, I mean, if left is towards more & more entry levels with great FE, 100cc segments, right is for affordable premium segment.

Though Suzuki has limited dealership, why not they concentrate on service? This is one area where HMSI (100% crap) & BAL are weak. That way, they can maintain excellent rapport with customer, offer limited products & sustain in long run, if at all they have their own constraints for launching new products.

Edit - Just visited Suzuki India website, they've 6 premium offering compared to 5 entry levels, how can they make sales here without more entry level offering?

[ghodlur]

Does the sales bells start ringing instantly once the brands are marketed by the film stars. I guess not otherwise Mahindra Doru, Nissan Micra and the rest would all be registering double digit growth atleast. Its time Suzuki stop using these ploys and build some consumer oriented offerings. Also as some one said earlier, they need to start expanding the dealership, bring in more workshops and improves upon the after sales. This itself would be a trigger for the sales.

Did Amir Khan make any difference to the Mahindra bikes?

[petroheadd]

Good move by Suzuki. I am not aware of its product lineup but this move cannot be criticized . With this 100 cc commuter Suzuki's main competitor in the rural as well as urban market would be Hero. Suzuki bikes have no fan following in rural parts of India mainly ruled by Hero (100cc) and Bajaj (150 cc), therefore to gain some trust in their eyes this was a well planned move as people there will not treat it like a come-n-go new brand, (they all know Salman dont they, if he advertises for it , it must be good). Remember people there may not even know Suzuki still manufactures bikes others than those who have had the "Shogun".
In the urban areas it plays minimal role as the consumer is well educated on the offerings.

[ani_meher]

I think it is a good move. Suzuki as a brand needs a good push forwards, because it has all the right products. My 2.5yr old GS150R still attracts heads, and people ask 'Is this some new launched bike?' Suzuki needs to invest good amount in marketing and visibility, and this is a right step.

[Mpower]

A very astute move that will give the brand/models a lot more visibility in B-towns and rural markets where Dhabang matters. Especially considering that they are still trying to differentiate themselves from TVS-Suzuki image and products.

Originally Posted by black12rr

Do they really think that ppl with buy bikes since some bollywood hero is the brand ambassador ?

In the 100 cc commuter segment...... definitely yes !!

[click]

When i think of Salman (esp Dabaang character) I envision him riding a standard bullet not a suzuki. Tough ask IMO! Salman has a image perception of tough, generous, eccentric yet lovable bloke. Cant see similarity with suzuki... since they should be looking for a star with 'reliability' as a major point in perception. I think Irfan Khan would have been a better bet.

[lohithrao]

I think brands should realise its not the ambassadors but thier product lineup what makes the difference, Suzuki has been completely disappointing!

[TaurusAl]

Originally Posted by Mpower

In the 100 cc commuter segment...... definitely yes !!

Absolutely, 100 cc segment buyers are mostly first-time buyers and generally care less about the technicals.

More than that, when you think of Suzuki, you think of Salman Khan. This way you kind of relate to the product naturally and get attached to the brand. (If one likes Salman Khan, and no doubt, he has masses under his belt)