Staying True to Core Values, Avoiding Flashiness
Suzuki, one of Japan’s oldest automotive brands, is often mislabeled and misunderstood as being “conservative”, “unwilling to change”, or “focused solely on the domestic market”. However, their steadfast commitment to the Sho-Sho-Kei-Tan-Bi philosophy – compact, lightweight, economical, and beautiful vehicles – has been the key to their longevity and success over a tumultuous century. Instead of chasing trends, Suzuki chooses to stick to its strengths: producing vehicles that are renowned for their durability, low maintenance costs, and suitability for real-world conditions.
In Japan, Suzuki consistently ranks within the top three in sales. Notably, in 2024, Suzuki soared to second place in domestic sales (selling 721,785 vehicles in Japan, a 10.9% increase). This remarkable achievement in one of the most demanding automotive markets is a testament to the quality and reliability that Suzuki delivers to global customers, including those in Vietnam.
Models like the Jimny, Swift, and XL7 Hybrid may not be the loudest in the market, but they have garnered a loyal following due to their longevity and low operating costs, attributes that are increasingly valued by Vietnamese car owners who plan to keep their vehicles for the long haul.
From Workhorses to Lifestyle Icons
When Suzuki first entered Southeast Asia in the mid-1990s, their Carry model could be spotted at bustling Thai ports and weaving through the narrow alleys of Ho Chi Minh City, even reaching the remote border gates of the Northwest. In Vietnam, the Suzuki Vitara created a frenzy in the early 2000s, and to this day, the club for Vitara owners remains vibrant with exchanges and transactions.
As cities evolved and personal expression became more pronounced, Suzuki continued to make its mark with vehicles that embodied distinct lifestyles. The Swift, with its compact and fashionable design, appealed to those pursuing a dynamic and refined lifestyle. The image of a woman stepping out of a stylish Suzuki Swift has become a timeless, trendy moment.
XL7 Hybrid: The Optimal Choice for Vietnamese Families
Rather than blindly chasing technological trends, Suzuki focuses its resources on perfecting what truly matters to its customers. For instance, at around 600 million VND, the Suzuki XL7 Hybrid emerges as an impeccable choice if you seek a comfortable and economical family vehicle.
The XL7 Hybrid boasts a minimalist yet practical design, packed with superior amenities that flexibly cater to the daily commuting needs of families, whether in urban or long-distance settings.
The XL7 Hybrid may appear understated, but it is incredibly practical in its offerings. Equipped with a mild hybrid system that saves fuel, this vehicle can cover extended distances without worrying about excessive gasoline consumption. Additionally, this system ensures a smoother, more seamless performance from its 4-speed gearbox.
Jimny: A Signature Choice for Adventure Enthusiasts
On the opposite end of the spectrum, Suzuki offers the Jimny for customers seeking a true off-road experience, customizable with accessories suited to their desired terrain. Over five decades since its debut, the Jimny has never lost its allure, remaining an enduring symbol of freedom to this day. Unlike the XL7 Hybrid, the Suzuki Jimny is an adventurous companion for those who embrace exploration and thrill.
The Jimny is brought to Vietnam for a niche group of customers seeking a compact yet durable and unique vehicle, reflecting the very essence of freedom they pursue.
Reliable Performance, Light on the Wallet
Suzuki’s aftersales services are designed around three key factors: convenience, cost-effectiveness, and reliability – from less frequent maintenance intervals to on-site care programs offered by dealerships.
Low maintenance costs, readily available parts, and competitive pricing for components make it financially feasible for owners to keep their vehicles in optimal condition without facing financial hurdles. It is not flashy promotions but the pleasant ownership experience that keeps many customers returning to Suzuki for their next vehicle purchase.
“I am quite meticulous, even fastidious, when it comes to maintaining my car, but Suzuki’s aftersales services have won me over,” shared Minh Tuan, owner of a Suzuki XL7 Hybrid. “Replacement parts are always available, and my periodic maintenance every 5,000 km typically costs between 500,000 and 800,000 VND, significantly lower than for other cars I’ve owned. This gives me peace of mind and confidence in using my car for the long term without worrying about unexpected issues.”
With its low operating costs and easy maintenance, the XL7 Hybrid is a smart choice for families looking to save in the long run.
Through clear strategies and unwavering dedication, Suzuki has established itself as a resilient brand, embracing innovation to meet market demands. As Vietnam witnesses a surge in hybrid and electric vehicle popularity, Suzuki stays ahead of the curve by introducing an expanding range of new-technology vehicles, catering to modern consumption trends and offering diverse options for various customer segments.
