Suzuki Motor Thailand is scheduled to launch an all-new model in September, which is expected to help the company to reach total sales of 8,000 units in 2025.
The new model is expected to be the Fronx subcompact SUV, which will be imported from Indonesia. The company is currently shifting production to other countries as its Thai assembly plant will stop churning out vehicles by the end of 2025.
Due to intense competition in the auto market priced below Bt1 million, Suzuki has seen sales falling in recent years. Suzuki sales reached just 5,654 units in 2024 due to sluggish economy, leading to increased household debt and cost of living, which impacted consumer purchasing decisions, in addition to market shrinkage as well as strict financial regulations.
Suzuki Motor Thailand president Tadaomi Suzuki said the new model will help Suzuki enjoy some growth, with the 8,000-unit target reflecting a 41-per cent increase.
Suzuki confirmed the plan at its dealer meeting earlier this month, in order to let dealers prepare in terms of sales strategies for remaining part of the year.
Apart from the Fronx, there are also unconfirmed reports that Suzuki will also start offering the e Vitara electric SUV during the year-end period. However, it will be imported from India and would not enjoy 0% import duty privilege like the Indonesian-made Fronx. As a result, the retail pricing would not be as competitive.
Suzuki will also carry out all-round dealer development plans in order to match the changing business strategy, which revolves around offering global models.
“The ‘Global Model’ strategy is one that we have announced since 2024,” Suzuki said. “Apart from importing vehicles form Indonesia as our main products, we also plan to bring in outstanding models from other regions in order to maintain a large variety for customers with different lifestyles and requirements.”
Company vice president Wallop Treererkngam said it is important to secure customer confidence both in terms of product quality and after sales service, which are strong points of the Suzuki brand.
“Suzuki is committed to continuously improving the quality of our services, including the use of S-Solution innovation to fully enhance the customer experience with technology. This will help increase convenience and confidence in using the service through the Dealer Management System (DMS), including the introduction of the “SUZUKI WORRY FREE” campaign that offers many privileges to customers,” he said.
In addition, Suzuki also reaffirmed its mission to provide a good customer experience upgrading its after-sales service. Wallop said this includes expanding the network of 2S standard service centers (Service & Spare Parts) to provide services alongside the main 3S service centers (Sales, Service & Spare Parts) to allow customers to access services more conveniently.
“We give much importance to dealer preparation from this time in order to be able to support new model launches effectively,” he concluded.
