EVERETT – Suzuki Motor Corp. is targeting a young generation of car buyers worldwide, and its marketing strategy goes beyond designing sporty vehicles, the president of the company’s American division said.
Koichi Suzuki attended the ribbon cutting at the new Dwayne Lane Suzuki on Friday. He said he was impressed by the facility, commenting specifically on the red arch that surrounds the dealership’s front entrance.
“We put the big red square outside of dealers as a sign to customers,” he said. “Red equals youth.”
Dealerships are also being designed to appeal to those in their 20s. Suzuki facilities across the country are converting to the “Suzuki Square” design featured at the Everett dealership, at 10415 Evergreen Way.
The company says it is trying to draw a younger clientele through open-air marketplace dealers and exterior displays that portray Suzuki vehicles in a range of youthful lifestyles.
The marketing strategy is part of a plan to triple sales in the U.S. by 2007.
“Suzuki is a young company, and we have a big plan,” Suzuki said.
The official opening of the Everett facility marks significant growth for the Dwayne Lane automotive centers. The family-owned business has four other new and used car dealerships in Everett and Arlington.
Chief executive Tom Lane credited his employees with the success of the Suzuki dealership, which opened two months ago.
“We can’t pull off any type of growth without great people,” he said.
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