American Suzuki Motor sold 10,695 cars and light trucks in the first five months of this year. That was down 3.9% compared with the same period in 2011. The sales gave the manufacturer a U.S. market share of just 0.2%. One reason the company has trouble moving its vehicles is the poor reputation of its cars. In the 2012 JD Power survey of U.S. vehicle dependability, Suzuki’s scores in power-trains, body and materials, and features and accessories were below those of almost every other brand. One sign Suzuki is having trouble selling its vehicles is that it currently offers a very aggressive zero-percent financing package for 72 months on all of its 2012 cars, trucks and SUVs.
Even with aggressive sales tactics, Suzuki cannot improve its position in the American market. Most of its cars sell for less than $20,000 and its trucks and SUVs for under $25,000. Almost every other manufacturer with a broad range of vehicles has flooded this end of the market with cheap, fuel-efficient models. Arguably the most successful car company in the U.S. based on growth — Hyundai — does particularly well in this segment.
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