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Suzuki sets its sights on B-segment rivals

Wednesday 22 March 2017, By Autovolo

Suzuki sets its sights on B-segment rivals

Suzuki sets its sights on B-segment rivals

Suzuki is intending to get into the B-segment top 10 with its new Swift supermini.

The segment is dominated by key rivals like the Ford Fiesta and Skoda Fabia, which means that Suzuki has a tough job on its hands to make its swift one of the best-selling B-segment cars in the UK. 

Dale Wyatt, Suzuki GB’s director of automobiles, believes the Swift’s dynamic ability will be a key selling point as far as customers are concerned.

He said: “I think it’s the drivability of the car. It’s got a great engine. The 1.0-litre Boosterjet engine is a really good engine.

“The car is dynamically set up for Europe and we know the old car converted really well. So, 78 per cent of people who take a test drive in the old car go on to buy it. We think this car is more dynamic and better set up.

“If we can get people in the car, I think they’ll enjoy the experience and be pleasantly surprised at what a great little car it is.”

In 2016, just over 11,100 Swifts were registered in Britain, making it the 18th best-selling car in its market for that year. However, this was lower than the 13,300 figure achieved for 2015, which was in part caused by Suzuki preparing itself to run out stock in anticipation of the new model’s arrival.

As far as sales for the new model are concerned, Wyatt has high hopes for the Swift, which goes on sale on June 1.

“The business plan is to sell 15,000,” he said.

“The BHAG, or Big Hairy Audacious Goal, is 20,000 cars. I look at the top 20 B-segment cars and I see that Fabia and Ibiza are selling 20,000 cars and, whilst I respect those cars, I think this car is at least as good as those cars – which will be selling 20,000 cars in the UK.”
Pricing will play a large role in the new Swift’s success, and Suzuki is set to announce this information in late April.