• by Karl Greenberg , October 15, 2009

Despite declining consumer confidence, Suzuki is optimistic that the timing of its brand reinvention is spot on, according to Gene Brown, the company's VP of marketing and communications. "It's a chance to accelerate our plans instead of seeing it as a disaster. The good news is that in the next few years, prognosticators tell us, things will get better," he says, noting that the industry "should" recover about 45% in the next two years, with categories that Suzuki competes in improving a little more than that.

Brown led the company's press event on Thursday for the Kizashi -- a car that goes on sale late this year, and one that Suzuki hopes will be emblematic of its efforts to move from commodity to aspirational auto brand.

He says Suzuki's relative anonymity in the U.S. --- despite the fact that it's one of the leading auto, motorcycle and marine brands globally --- may actually benefit from another economy-imposed shift in consumer sentiment. "Studies we have seen suggest that thrift as a core American value is returning," he says. "In the '80s and '90s that wasn't the case. This is reflected in the fact that the luxury car market has suffered more than the mainstream market, and we think that bodes well for non-luxury brands."

Rebecca Lindland, director of the autos group at IHS Global Insight, says that Suzuki has opportunities in the market, but awareness is the principal challenge. "People think of Suzuki for motorcycles and maybe boats, but I think Suzuki is starting to do a good job of co-branding using their strength in motorcycles and boats to sell cars," she says.

"If it's about creating brand awareness, you have to do everything you can." She adds that with GM eliminating Pontiac and Saturn, there is an opportunity. "Some of those people will go to Chevy, but a lot of them will leave GM."

Suzuki is now a $30 billion company and the 11th-biggest auto brand worldwide among some 70 major competitors, "and much larger than the American consumer realizes," Brown says. He adds that it is one of only two major Japanese car companies to report global profit in recent months, and that it has had the best-selling wagon in Japan five years running.

The company has 50% market share in India. It says something about the company's inability to crack the U.S. market that Suzuki shifted its head of marketing for India, Kevin Saito, and brought him to the U.S. to lead marketing here for its three divisions.

Brown says Kizashi caps a product revamp that includes the redesigned Grand Vitara, the SX4 crossover and SX4 Sport, and the Equator pickup. "Historically, our products were basic transportation alternatives, functional but not exciting. But these newer products are designed to be great-looking and exciting, and they have helped us attract better-educated, more affluent customers."

As for the Kizashi, Suzuki has aspirations for the vehicle as well, that it will command higher prices and compete with the likes of Mini, VW and even some luxury brands.