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 t

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lack of a back seat, which limits the effective carrying capacity of the vehicle to two people, although additional seating might be available as an option. Alternative 4 - No Positioning Strategy This is the most radical of the positioning strategies in that it seeks to not attach any particular label to the product. If this strategy is used, the vehicle would be shown in commercials and in print ads with a variety of drivers and in a variety of driving situations. The emphasis would be on the vehicle's versatility and its "fun" nature, and no direct attempt would be made to affix predefined labels to it. This positioning strategy would enable each potential consumer to make the determination as to what they thought the Samurai was, and whether it fit into their lifestyle. Buyer/Driver Characteristics and Positioning What the research has shown in this situation is that the Samurai is not always purchased by the same people who will be driving it. Research also indicates that the Samurai may well be considered an attractive third or fourth car, something that could be used for weekend trips or for daily commuting as opposed to more expensive or larger family cars. Its economical operation is important, as is its unique s

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