‘We were feeling beige’: Suzuki on its plan to ‘outsmart’ the competition
Looking to “outsmart” rather than outspend its rivals, Suzuki believes its ‘Good Different’ platform has given the car marque a “unique” identity.
Suzuki is on a mission to carve out a “unique” identity in a competitive automotive market.
For most of its history in the UK, people “didn’t really know” what the brand stood for, according to senior brand communications manager Jodie Brooke. However, over the past two years, Suzuki has actively worked to change that perception.
“We were feeling beige,” explains Brooke. “We needed to have an identity where we said: ‘This is who we are and this is what we do.’”
As part of this mission, the car marque has launched the second phase of its ‘Good Different’ platform, spotlighting its flagship product the Suzuki Swift – a brand “staple” for over 40 years – in a bid to showcase its personality.
“It feels like the first time we’re actually standing for something that’s true to our brand,” she says.
