When did Suzuki go so wrong?

[Dalmahoy]

Admit I like Suzuki's. I have owned quite a few going right back to a new GSXR750's back in 1985 (costing £3499 and I still have the receipt).
I still own an RG500.
On hearing Suzuki were pulling out of MotoGP I was very disappointed, their bike is stunning and follow the team.
Their reason being poor sales and looking through the current range I'm not surprised - for the first time in ages there's nothing that would tempt me to splash the cash.
Question how did this possibly happen and where did they go so wrong?

[Turn7]

I dont think they have committed enough to Bikes in any way shape or form, and the sales figures show that.

Made some mega bikes in their time, but I think they are losing interest having seen the volume of cars now.

[scorcher]

Hasn’t been much in Suzukis range for the last few years really. All distinctively average or below. Although their prices reflect that to a certain degree. The car side is much the same ( as is Hondas) Maybe the budget bikes do better in other countries, the uk is a small market for bikes.

[Wacky Racer]

Had several new Suzuki's over the years, SP370, SP400, 1200 Bandit, Van van, can't see anything in the current range to tempt me, and the prices seem very expensive, motorcycling is no longer a cheap alternative to a car.

Shame, because I have always liked the brand.

[Dalmahoy]

With adventure bikes being big sellers - looking at the Vstrom with an engine that is now 25 years old isn't going to raise the pulse.
Surely a retro GS750/1000 would fly out the door for starters.

[hiccy18]

Viewed through the lens of UK sales I don't think they've done that much wrong: they've got a few good bikes in the current range, most focussed on delivering value within their class, the new Busa being in a class of one. Bikes are often luxury toys for boys though, so the value of a product can take a back seat to its desirability. But that said, competitive finance can make a value product a very compelling one.

As far as I can see, their biggest gripe with MotoGP is that it doesn't provide return on the R&D investment, where the most benefical research area for them is EV. You would think if consumers are only getting offered EV products within the decade then there'll be an expectation for GP racing to follow suit, and little incentive to research synthetic fuels when your road products will never use them. I'm not sure if there is scope to allow more than one supplier in MotoE, but I think it would add interest; I find it little more than a proof of concept using riders who aren't quite good enough for GP's so rarely watch it. Something like a current flow restriction, with battery and motor areas open for research would probably be quite compelling for a number of manufacturers.

[egor110]

Isn't the issue people aren't buying big sports bikes so why bother racing them ?

[scorcher]

egor110 said:

Isn't the issue people aren't buying big sports bikes so why bother racing them ?

Especially when it’s probably costing 40-50 million per year to run the gp bikes and everything that goes with it per year. ( BT sports estimate)

[podman]

They went so wrong around 2005/6 IIRC.

Those years and previous they sold thousands of GSXRs alone, 2019 they sold a handful (IIRC around 21 new GSXR1000s where registered that year)

The range was lacklustre from then really and still is, the new GSX sports tourer thing is making some waves, they are focused on "good value " bikes but they have not been been aspirational or cutting edge for years...

If the new Hayabusa had some serious poke and a fresh look, I may have considered one but again it was full of compromise and down on power Vs the previous model.

Shame really, I do love the brand, all my GSXRs have been reliable and great fun to ride.

[Walter Sobchak]

I can’t really comment on their other bikes but I think their later sports bikes are just ok.
They’re good but they’re not something I want to go out and buy, think the S1000RR has really killed off GSXR sales by virtue of being comparably priced (base model wise) and just simply a better and more desirable bike.
Especially when more people get new super bikes on PCP, not many people will opt for the Suzuki over the better BMW, R1 or Fireblade, and that’s without even considering the two brilliant Italians in the sector.

[poo at Paul's]

Dalmahoy said:

Admit I like Suzuki's. I have owned quite a few going right back to a new GSXR750's back in 1985 (costing £3499 and I still have the receipt).
I still own an RG500.
On hearing Suzuki were pulling out of MotoGP I was very disappointed, their bike is stunning and follow the team.
Their reason being poor sales and looking through the current range I'm not surprised - for the first time in ages there's nothing that would tempt me to splash the cash.
Question how did this possibly happen and where did they go so wrong?

what other manufacturers would tempt you then?
Ducati for a V4s, it must be milliseconds faster than a GSXR 1000 R on the one trackday most do every 2 years? Or a sport tourer like a KTM superfuke GT, loads better i am sure than the Suzuki 1000 GT with that paultry K5 motor in it. Maybe a nice BMW GS. i mean you'd be hard pressed to spend 18k on a new V strom, never mind a second hand one, and you'd not feel at all smug parked up at the local T van with your empty 100 litres of ally paniers and top box.

My point is, i think you're likely not interested in anything too new at the moment, Suzuki's range is one of the best value out there. Brand new V stroms for 11k? More bike than 99% will ever need on the road. Same with a GSXR 1000R, absolute batst crazy and a good few k cheaper than nearest rival.
But maybe that is their issue, bit too cheap and badge snobbery? .

[papa3]

Car and bike suffer from the same issue, a lack of investment in the product.

Both 2 and 4 wheel have had some great years but they have not adapted to the current markets.

4wheel Suzukis are the most reliable cars on the road (statistically and from experience) but they do not evolve fast enough to be relevant. As of Q1 this year Suzuki don't have an EV in development.

2 wheel is still biased towards sports bikes when the market has been declining for years. The engines are solid but some are based on 25 Yr old blocks.

UK volumes are tiny relative to the global business. This matters less to bike but car is a very (less than 1%) small market. Homologation for the UK is not cheap and the product is tired, lacks relevance and is no longer a good, cheap, car.

By comparison Maruti (suzuki) in India hold nearly 50% market share. Guess where they focus?

Sadly I suspect Suzuki 4 wheel will be one of the casualties of the changing uk market.

[Dalmahoy]

My garage currently comprises of:-
2020 Triumph Tiger Sport
2004 Aprilia RSV Factory
1986 Suzuki RG500
1983 Yamaha RD350 LC

I bought the Tiger sport new - if was less otr than a VStrom and I can't see the Vstrom being a better bike in any way.

I was close to getting one of the last new GSXR750's a couple (maybe 4???) of years back but a work transfer overseas knocked it on the head.
Reckon it would be the newest offering from Suzuki that would interest me as things stand.

Again - the new Katana - bring out a retro GS750/1000 rep as Kawasaki have done with the Z900 or Triumph with the Speedtwin and surely it will sell.

I kind of get the feeling though - Suzuki are one of the first manufacturers who are giving up on internal combustion.

[trickywoo]

poo at Paul's said:

But maybe that is their issue, bit too cheap and badge snobbery? .

Nail on head with your whole post but I’ve quoted this last bit as it sums it up well.

Suzuki don’t make a bad bike it’s just that they don’t have the halo that Aprilia, Ducati and KTM have but then they don’t charge for it either.

[Blackpuddin]

Dalmahoy said:

My garage currently comprises of:-
2020 Triumph Tiger Sport
2004 Aprilia RSV Factory
1986 Suzuki RG500
1983 Yamaha RD350 LC

I bought the Tiger sport new - if was less otr than a VStrom and I can't see the Vstrom being a better bike in any way.

I was close to getting one of the last new GSXR750's a couple (maybe 4???) of years back but a work transfer overseas knocked it on the head.
Reckon it would be the newest offering from Suzuki that would interest me as things stand.

Again - the new Katana - bring out a retro GS750/1000 rep as Kawasaki have done with the Z900 or Triumph with the Speedtwin and surely it will sell.

I kind of get the feeling though - Suzuki are one of the first manufacturers who are giving up on internal combustion.

Don't like the new Katana but you have a great collection there and the GS reboot idea is bang on.

[poo at Paul's]

Dalmahoy said:

My garage currently comprises of:-
2020 Triumph Tiger Sport
2004 Aprilia RSV Factory
1986 Suzuki RG500
1983 Yamaha RD350 LC

I bought the Tiger sport new - if was less otr than a VStrom and I can't see the Vstrom being a better bike in any way.

I was close to getting one of the last new GSXR750's a couple (maybe 4???) of years back but a work transfer overseas knocked it on the head.
Reckon it would be the newest offering from Suzuki that would interest me as things stand.

Again - the new Katana - bring out a retro GS750/1000 rep as Kawasaki have done with the Z900 or Triumph with the Speedtwin and surely it will sell.

I kind of get the feeling though - Suzuki are one of the first manufacturers who are giving up on internal combustion.

I’ve had both and the V Strom is better than a 1050 Tiger, gruntier and less issues. If yours is an 850, I’d say same, but whatever, look at the offerings now, not 2 years ago when they released the new v strom vs a run out triumph.
2004 rev factory, v nice, I have an Edwards rep with same motor, but a GSXR from 2017 on would piss all over it, well really one from 2004 on.
Should you bin one of yours off for another, up to you, but that’s why I said, it’s likely you’re not in the market for anything ‘new’ as such as you’re happy with what you have.

I think that new GT Suzuki is an ace bit of kit, only hampered by no official top box for it, from what I can see, but SHAD will step up. And what is it, less than 12k vs say 18k for a multi strada? 17k for a KTM?

[snagzie]

poo at Paul's said:

Dalmahoy said:

My garage currently comprises of:-
2020 Triumph Tiger Sport
2004 Aprilia RSV Factory
1986 Suzuki RG500
1983 Yamaha RD350 LC

I bought the Tiger sport new - if was less otr than a VStrom and I can't see the Vstrom being a better bike in any way.

I was close to getting one of the last new GSXR750's a couple (maybe 4???) of years back but a work transfer overseas knocked it on the head.
Reckon it would be the newest offering from Suzuki that would interest me as things stand.

Again - the new Katana - bring out a retro GS750/1000 rep as Kawasaki have done with the Z900 or Triumph with the Speedtwin and surely it will sell.

I kind of get the feeling though - Suzuki are one of the first manufacturers who are giving up on internal combustion.

I’ve had both and the V Strom is better than a 1050 Tiger, gruntier and less issues. If yours is an 850, I’d say same, but whatever, look at the offerings now, not 2 years ago when they released the new v strom vs a run out triumph.
2004 rev factory, v nice, I have an Edwards rep with same motor, but a GSXR from 2017 on would piss all over it, well really one from 2004 on.
Should you bin one of yours off for another, up to you, but that’s why I said, it’s likely you’re not in the market for anything ‘new’ as such as you’re happy with what you have.

I think that new GT Suzuki is an ace bit of kit, only hampered by no official top box for it, from what I can see, but SHAD will step up. And what is it, less than 12k vs say 18k for a multi strada? 17k for a KTM?

Well theres the Z1000SX at 12k too which its really aimed at contesting sales for

Owned a Vstrom 1000 for my last bike (was great) and currently have a GSXS1000F which I bought pre-reg for £9300 last year. As far as value goes that is tough to beat.

Wouldnt really consider buying a full-RRP suzuki myself, but when pre reg/end of line they are outstanding value for what you get, as long as you're not bothered about the latest greatest electronics.

Edited by snagzie on Wednesday 18th May 10:50

[Pat H]

We have a 2016 RV200.

Bought used. It had covered fewer than 4000 miles.

Mechanically it's fine.

But the previous owner must have ridden through a puddle at some point.

All the fasteners were scabby, the spokes were scabby, the rear rim was showing signs of rust and the hubs were rough.

The brake caliper was minging, one of the front wheel bearings was shot and the prop stand, gear lever and brake lever were losing their paint.

Anyway, it's now got freshly painted hubs, stainless spokes, powder coated rear rim, loads of stainless fasteners, rebuilt caliper etc etc.

It's a fun little bike, but I don't think the factory finish was any better than some of the Chinese stuff.

[KTMsm]

hiccy18 said:

Viewed through the lens of UK sales I don't think they've done that much wrong

...most focussed on delivering value within their class....

I think that's where they've gone wrong

With few exceptions Suzuki were always a bit cheaper and had a worse finish - when you were trying to find the extra £1k-2k that mattered

When the majority buy on finance does it matter if you're paying £200 or £210 / month ? Most will simply buy the bike they really want IMO

[snagzie]

KTMsm said:

When the majority buy on finance does it matter if you're paying 200 or 210 / month ? Most will simply buy the bike they really want IMO

Whilst I dont completely disagree with you, that extra couple of grand sometimes makes a difference when trading in. I would have been paying double the HP payments with the Z1000SX than the GSXS1000 just because of that extra 2k