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NINETY EIGHT REGENCY

SUZUKI PLANS AD BLITZ FOR KIZASHI, COMPARISONS TO LUXURY “RIVALS”

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SUZUKI PLANS AD BLITZ FOR KIZASHI, COMPARISONS TO LUXURY “RIVALS”

By Andrew Ganz

Although the Suzuki Kizashi has been almost universally praised by members of the media, it isn’t exactly a hot seller. Just over 5,000 Kizashis have found owners so far in 2010 and the brand’s overall sales are down 42 percent compared to the previous year.

To attempt to kickstart things, Suzuki will launch a new ad campaign on Christmas Day that pits its inexpensive midsize sedan up against far pricier sports sedans like the Acura TSX, Audi A4 and Mercedes-Benz C300. Called “Kizashi Kicks,” the campaign will illustrate how the Suzuki compares to more established offerings. It’s a message not unlike that told by Nissan to promote its then-new Nissan Altima in the mid-1990s.

“The Kizashi we developed here was designed to appeal to buyers who appreciate and desire to own entry level sport sedans … and to do so at a price that’s within reach of most buyers,” Suzuki marketing director Steve Younan said in an interview. “To get that story out has been the real challenge.”

Suzuki says that the campaign will launch in 20 southern markets stretched across the United States’ “smile belt” before going nationwide in January. The automaker purchased ad slots during regular season NFL games, AFC and NFC Championship games and during the NCAA men’s basketball tournament, as well as during the Grammy and Academy Awards.

link:

http://www.leftlanenews.com/suzuki-plans-ad-blitz-for-kizashi-comparisons-to-luxury-rivals.html

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