Suzuki Amps Ups Regional Efforts Via New Dealer Plan

As part of an ambitious five-year growth plan, American Suzuki Motor Corp. has introduced a regional marketing program and launched its first ad campaign approved by a regional dealer creative review board.

The automaker—coming off a year in which sales were down 14 percent to 58,438 cars and light trucks in the U.S., according to Ward’s Automotive—is complementing its corporate branding work with spots that show consumers in the dealerships, examining product features. The work is from Dentsu shop Colby & Partners, which has hired Dave Weber as vp and general manager to oversee Suzuki.

For the past six months, Weber has helped the car maker overhaul its dealership ad program—previously, Central, South, East and West dealer associations handled their own advertising—while at DHW Consulting in Manhattan Beach, Calif.