Suzuki boosts ad budget
Arlena Sawyers
Automotive News / February 20, 2006 - 6:00 am

 
ORLANDO, Fla. -- American Suzuki Motor Corp. will introduce a TV commercial for its Forenza in March, President Koichi Suzuki said after the make meeting.

The company is increasing its advertising budget by 15 to 20 percent over 2005, a spokesman said. Suzuki spent nearly $100 million in 2005, according to Jeremy Franklin, acting dealer council chairman.

Koichi Suzuki said the commercial, called "Elevator," is part of a brand-awareness campaign that started in September.

Franklin, owner of Suzuki dealerships in Kansas City, Mo., and Olathe, Kan., said: "It takes time to build brand awareness."

Koichi Suzuki said 2005 U.S. sales of 82,101 units position the company to reach the 100,000-unit mark in 2006.

The Forenza commercial depicts a woman in an elevator dressed in a business suit, said Tom Carney, sales and marketing manager. The woman starts to undress, revealing athletic attire underneath. When the elevator door opens, the woman runs to jump into her Forenza. The scene shows the Forenza pulling up to an area where a bike race is being staged.

Koichi Suzuki said the Forenza commercial tested well with women who participated in focus groups.