Their late-mover approach may have contributed to it. With its first model year in 2006, the Suzuki Motorcycles India company was formed in 2004. So it was about 12 years ago when Suzuki entered a joint venture with TVS.
Because its car division sits at the top of the sales charts, it comes as a surprise that Suzuki is struggling. However, Suzuki’s struggles are not the result of customers ignoring the brand in favour of more established brands. Instead, new products are introduced consistently due to Suzuki’s consistency in bringing new products on easy Suzuki scooty price points or updating existing ones.
Even though most of the Suzuki access scooty products they launched failed to threaten the best in the segment, they eventually became forgotten and ignored by the masses. There were fine examples of that in the company’s Heat and Zeus models. Suzuki’s independent business in India began with both of these 125cc bikes.
The Heat was aimed at rural markets, while the Zeus was aimed at urban motorcycle enthusiasts looking for affordable 125cc models. Unfortunately for Suzuki, both of the models were launched when the Bajaj Discover and Honda Shine were popular. The Zeus was also unable to compete with rivals like the Yamaha Gladiator and the Hero Honda Glamour in terms of specifications.
The Suzuki Access 125 was Suzuki’s first scooter launched in 2007. Despite competing against the Kinetic Nova, Hero Honda Pleasure, and Honda Activa in its early years, Access did well. After that, however, sales of the Access declined over the competition coming from Honda, Hero Motocorp, and TVS by the beginning of the 2010s.
Even though it regularly competes with the TVS Jupiter for the title of the second best-selling scooter in India, Suzuki revived itself by bringing forward the second-generation Access in 2016. With GS 150R, Suzuki marked its entry into the 150cc premium motorcycle segment in 2009. GS 150R was launched when the Yamaha FZ16 was at an all-time high Suzuki scooty price in India.
There was a premium on GS 150R because it carried forward an international standard design theme. Consequently, GS 150R and many of its counterparts did not do well in Suzuki access scooty sales. However, it had a pretty standard design, so Suzuki missed a chance.
As a result, Suzuki has released several forgettable motorcycles like the Slingshot and Hayate. Above that, rivals have continually updated their products to grab market share. This has made Suzuki disappear from the minds of potential Suzuki Access scooty buyers.
As a result, Suzuki responded by launching two scooters, the Swish and the Let’s, in 2012 and 2014, respectively. This was to replicate the success the Access enjoyed. Suzuki’s 125cc Swish was a good product with a smooth engine and ride, but due to its marketing and brand image, it couldn’t sell as many as Suzuki wanted. As a result, it was withdrawn from the market in 2015.
Compared to its competition, Let’s looked pretty good and aimed at a younger audience. However, as Suzuki didn’t market their products well then, this syndrome affected Let’s as well, leading to its recent discontinuation due to BS-VI emission standards.
However, that does not mean the company has completely failed. On the contrary, Suzuki corrected all its mistakes from the GS 150R by introducing the Gixxer in 2014, which became a segment leader pretty quickly. As a result, Suzuki introduced more 150cc products, such as the Intruder 150 and Burgman Street 150, which gave them momentum in the market.
Despite that, Suzuki ranks lower than Hero Motocorp, Honda, Bajaj, and TVS. This is due to Suzuki’s limited product portfolio and the fact that only one or two products drive its sales. However, we don’t think it’s as bad as other people think concerning sales and service. Older Suzuki scooter owners owned two generations of Access and did not find any problems with the servicing team.
In addition to consistency, Suzuki’s current marketing technique needs to be improved. Their products are mostly excellent, so it would be worthwhile if they hired a better marketing team. We think Suzuki must hire a much better marketing team as most of the products are good for the long run.
Customers can book two-wheelers at Bajaj Mall and complete the purchase offline through our partner showrooms. On Bajaj Mall’s website, customers can select a bike & Suzuki Access scooty based on various filters. It might help you to review all about customers’ options when choosing a bike.