The mid-sized sedan segment is a highly competitive one and for Suzuki to get ahead, it will allocate half of the new Kizashi sedan’s $30 million marketing budget in 2010 to US dealers, according to Kevin Saito, president of American Suzuki Motor Corp.
Suzuki didn’t have the budget for a national launch and after listening to the dealer advisory board, it decided to redistribute the marketing funds, said Scott Pitman, president of Suzuki of Wichita in Kansas. Last year, its sales dropped by 54% in the US, more than double the industry’s decline. The new Kizashi sedan has started arriving in showrooms.
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