Create a new account

It's simple, and free.

Suzuki's Samurai Automobile Suzuki is introducing a new car m

Suzuki is introducing a new car model, the Samurai, into the American market and is debating the best positioning strategy for the vehicle. Although the company has manufactured the Sprint which is marketed by General Motors under the Chevrolet brand, this is the first time that a Suzuki automobile will be sold directly to American consumers in the continental United States (a gray market for Suzuki automobiles exists in Florida, but these are unauthorized sales).

The Samurai features an engine slightly larger than 1300ccs and, sold without a back seat, is not subject to the limitation of imported Japanese cars since it qualifies as a truck. Consumers describe the vehicle as a sport utility vehicle and a light truck, but the company is also considering positioning it to compete against subcompact cars. Its low sticker price (under $6,000) makes it an attractive alternative to sport utility vehicles, which are typically nearly double the price, and puts it in line with other light trucks.

The positioning strategies that are open the company are sport utility vehicle, light truck, small car, or the company may choose to avoid attaching a label to the vehicle altogether.

Alternative 1 - Sport Utility Vehicle Positioning

Positioning the Samurai as a sports utility vehicle means that its competition would be other vehicles, such as the Jeep, that are designed for off-road travel. These vehicles typically have selling prices that are nearly double that of the Samurai, giving the Samurai a possibly distinct advantage. However, some consumers have indicated that the low price of the Samurai may indicate that it is of inferior quality.

The Samurai is smaller than other sport utility vehicles, which again is a double-edged feature. On the one hand, the vehicle can maneuver in situations that other vehicles cannot, but it may not be considered as rugged as heavier vehicles.

At this point, the market for sport utility vehic...

Page 1 of 6 Next >

More on Suzuki's Samurai Automobile Suzuki is introducing a new car m...

Loading...
APA     MLA     Chicago
Suzuki's Samurai Automobile Suzuki is introducing a new car m. (1969, December 31). In LotsofEssays.com. Retrieved 10:24, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1692671.html