First Suzuki Ad Campaign to Push Sport-Utility Vehicle

Suzuki Motor Corp. will begin its first national advertising campaign in the U.S. this week, a $30-million effort to build interest in a new sport-utility vehicle and build its U.S. market share.

The campaign was announced last week after General Motors Corp., the world’s largest auto maker, said it will invest $315 million to triple its stake in Japan-based Suzuki to 10%, improving GM’s access to Asia. Suzuki’s U.S. operations are based in Brea.

The print and television ads will focus on Suzuki’s 1999 V6 Grand Vitara, a subcompact sport-utility that replaces the Sidekick. The auto maker plans to position the Grand Vitara as its flagship vehicle. The Grand Vitara, which competes against Toyota Motor Corp.’s RAV4 and Honda Motor Co.’s CR-V, has a base price of $17,999.

The maker of the Swift car sold 25,733 vehicles in the U.S. this year through August. Its 0.2% market share was the smallest among Asian auto makers. Suzuki has sold vehicles in the U.S. since 1985. The auto maker has previously advertised only on a regional basis, spokeswoman Shari Gold said.

Suzuki depends heavily on Asia, where it faces growing competition as sales have slowed amid recession in Japan and the rest of the region. Its group net profit dipped 10% to $30.1 billion in the year ended March 31, its first profit decline in five years.