Suzuki History • Starting business operations in 1909 as Suzuki Loom

Works, the firm was incorporated in 1920. Since

foundation in Hamamatsu, Japan SUZUKI has steadily

grown and expanded

• During the post-W.W.II period, our motorized bike

'Power Free' was followed by our 125cc motorcycle

'Colleda', and later by the pioneering 'Suzulight'

lightweight car that helped bring Japan's automotive

revolution. Each of these made use of the most

advanced technologies of that period

Suzuki History cont… • During the post-W.W.II period, our motorized bike 'Power Free' which

earned a good reputation was followed by our 125cc motorcycle 'Colleda',

and later by the pioneering 'Suzulight' lightweight car that helped bring

Japan's automotive revolution. Each of these made use of the most

advanced technologies of that period

Suzuki History cont… • Today, constantly going forward to meet changing lifestyles, the SUZUKI

name is seen on a full range of motorcycles, automobiles, outboard motors

and related products such as motorized wheelchairs, and even

prefabricated storage sheds and houses

• The trademark is recognized by people throughout the world as a brand

of quality products that offer both reliability and originality

• SUZUKI stands behind this global symbol with a sure determination to

maintain this confidence in the future as well, never stopping in creating

such advanced 'value packed products'

A Truly Global Brand • The Suzuki brand is recognised around the world and is available in 192

countries

• Suzuki global vehicle production: +/- 2,800,000 units

• Japan sales of non-mini vehicles increased year-on-year for the ninth consecutive fiscal year and marked an all-time high, owing especially to increased sales of the Swift even during such global economic turmoil

• Suzuki’s share of Japan’s mini-vehicle market is consistently more than 30%

Suzuki Motor Corporation (SMC) in South Africa • Suzuki Auto South Africa (Pty) Ltd

– 85% share SMC Japan

– 15% share Suzuki SA - Alkopa (Belgian Holding Company) - Motorcycle,

ATV, Marine

• Introduction: June 2008

• 10 000 units sold in SA: September 2010

• Excellent market penetration in all segments

Model Introductions • Swift June 2008

• SX4 June 2008

• Jimny September 2008

• Grand Vitara September 2008

• Alto August 2009

• SX4 AWD and Facelift February 2010

• Swift Sport July 2010

• New Swift ` April 2011

• Kizashi October 2011

Suzuki “Way of Life!” • A brand is a term, symbol, sign or name – or a combination of them all –

intended to differentiate a company from its competitors; a single

symbol/sign that is uniquely expressive to customers or our company, our

products and services

• A strong brand image is distinctive and unique, above all. Because, Suzuki’s

familiar brand image promises the same high product quality and value all

over the world

Suzuki “Way of Life!” cont… • It inspires the loyalty of our customers, who confidently expect Suzuki

products and services to satisfy their needs and simplify their lives. Every

value of the Suzuki Brand works together to express our Suzuki “Way of

Life!” The brand’s rational values – “Straightforward” and “Value” – join

forces with our two emotional values – “Sporty” and “Spirit” – to create the

core value of “Excitement

• Suzuki’s “Way of Life!” indicates exactly what the brand is all about

Suzuki “Way of Life!” cont… • Suzuki products are more than durable, well-crafted and reliable, they are

packed with performance and value, yet we always remember to include

fun and excitement

• Suzuki has moved beyond the achievement of basic business functions

such as technology, design, production and sales, to develop and maintain

a corporate brand that will harness the power of our overall business

philosophy

• Total commitment to customer expectations and bringing mobility to life

Suzuki “Way of Life!” cont… • Stay true to the Suzuki Brand Values, which describe the character and soul

of who we are. We must help customers and society to know and trust

Suzuki as never before

• At all times we must equip ourselves to communicate Suzuki values - from

employee to employee, from employee to customer from customer to

customer

Suzuki “Way of Life!” cont… • All members of our three divisions – automobile, motorcycle and outboard -

must work together, understanding the synergistic power of our unified

brand and new image, focusing our strength and dynamism on further

growth, and shaping our direction for the long term

• In everything we do, every day and every moment, we must harness the

power of Suzuki’s “Way of Life!” - for the benefit of our customers and the

future of Suzuki Motor Corporation

Straightforward

Sporty

Value Spirit

Brand Values Emotional Rational

When observed and implemented in all marketing activities, all these brand values support the core value of

EXCITEMENT!

Straightforward (honest and authentic)

Sporty (active and passionate)

Value (balanced and understanding)

Spirit (human and inspired)

Excitement

Rational values = “Straightforward”

Be Authentic

• We are sincere, honest and humble

• We strive for simplicity and directness

• We are focused

• We take responsibility for our decisions and continuously make improvements

Rational values = “Straightforward”

• We are rooted in our history. The Suzuki brand represents years of trust and respect This gives us the self-knowledge to be confident in our actions and to be genuine

• “Straightforward” aspects:

Pure / Uncompromising / Reliable / Genuine / Authentic

Rational values = “Value” Make the right choice

• Our products are innovative and offer the

highest possible quality and technological

standard at a fair price

• We respect our nature and save its resources,

we take care and feel responsible

Rational values = “Value”

• We invest all of our skills, knowledge and

experience to bring real value to our

customers’ world. We want to be the brand of

their choice

• “Value” aspects:

Quality / Skillful / Excellent / Efficient /

Advance

Emotional values = “Sporty”

Be Active.

• Talent, energy and teamwork play an

important role in everything we do

• Our products are competitive, and we

seek to prove their excellence and

progressiveness

• We are never content with what we have

achieved

Emotional values = “Sporty”

• Together we will always search for surprising

and unusual solutions

• “Sporty” aspects:

Active / Dynamic / Challenge / Passion /

Vigorous

Emotional values = “Spirit”

Focus on people.

• Our values are human. Our associates strive to be the brightest, most customer oriented resources in our industry. We treat everyone, including suppliers, co-workers and customers, with the highest respect

• We are passionate, independent and creative

Emotional values = “Spirit”

• We encourage and foster collaborations between associates, divisions and partners, taking creativity and productivity to new levels

• “Spirit” aspects:

Friendly / Human / Faith / Together / Positive

Core value = “Excitement”

• Create a Wow!

• Excitement is the central value of the Suzuki brand

• We are driven to go beyond customer’s satisfaction. Our goal is to exceed expectations and to delight, thereby earning affection, trust and loyalty

• Positive excitement is the key to reach this aim. It is the unexpected, the unique difference that makes our brand stand out