Suzuki Emphasizes “Dedication and Commitment” to the U.S. Motorcycle Market
After all but officially ending its MotoGP team, Suzuki told its US motorcycle dealers there was nothing to worry about – it’s here in the market to stay.
The strand began in early May, when rumors of Suzuki’s MotoGP started circulating. Supposedly, Hamamatsu was unplugging the team, despite its strength and recent 2020 championship. Then, about a week later, MotoGP confirmed the story: Suzuki was negotiating an exit from the series. Confirmation of the rumor by MotoGP indicated that the deal was practically done and all that remained was to negotiate the terms of termination of the contract (Suzuki had committed to racing in MotoGP until 2026).
And then people started asking more questions. If Suzuki pulls out of MotoGP, what next? Was this a signal that the company might stop making motorcycles altogether? At least that might have been the end of full-size bikes? Suzuki hasn’t shown much innovation in the two-worlds space for a long, long time, and its ATV designs have been stagnating for years as well. If Suzuki wasn’t interested in pumping money into R&D for western market machines, maybe that indicated an exit plan?
Both Cycle News and Revzilla are stories that tell This is not the case, according to an announcement from Suzuki. Revzilla says the announcement below was sent to Suzuki insiders; Cycle News also reports that some outlets got this version. ADVrider did not receive this release, so the text below is from the Cycle News report:
Suzuki Motor Corporation is actually considering leaving MotoGP at the end of 2022 and is negotiating with series organizer DORNA on an exit plan. This decision was made in light of the changing market environment and is part of a strategy to allocate resources to ensure the health and vibrancy of Suzuki’s overall business, particularly in the areas sustainability, carbon neutrality and alternative fuel technologies. Like all businesses, Suzuki is adapting to a rapidly changing world.
This business decision does not compromise Suzuki’s dedication and commitment to its motorcycle and ATV business or the US powersports market.
Suzuki Motor Corporation and Suzuki Motor USA, LLC are dedicated to the motorsports and American market and will continue to deliver and service the top quality Suzuki motorcycles, ATVs and scooters you have come to expect.
Thanks to you and your hard work, Suzuki Motor USA will continue to build on the recent successful launches of the new Suzuki Hayabusa, GSX-S1000 and GSX-S1000GT/GT+ models. Additionally, Suzuki is excited to continue this successful model and will introduce several more new models in the near future. Despite the extreme challenges of the past two years related to the global pandemic, we have managed our business carefully, are in good financial health and are ready for a return to growth.
Additionally, please review the frequently asked questions below:
Why is Suzuki leaving MotoGP?
Suzuki is exiting the MotoGP championship due to current global economic conditions and to allocate resources to ensure the health and growth potential of Suzuki’s overall business.
Does this mean that Suzuki will stop making motorcycles and related products?
No. Suzuki is committed to continuing to do business in the motorcycle category and delivering premium Suzuki motorcycles, ATVs and scooters to its dealers and customers.
Will Suzuki continue to do business in the United States?
Yes. Suzuki will continue to work hard to invest and grow the Suzuki motorcycle business in the United States with several new models coming over the next few years.
Will Suzuki continue its racing programs in the United States?
Yes. In order to market and develop its products, Suzuki plans to continue its racing programs and promotions in MotoAmerica Road Racing, AMA Supercross/Motocross and NHRA Pro Stock Drag Racing.
Will Suzuki ever return to MotoGP?
There are no immediate plans to return to the MotoGP World Championship, but Suzuki may return at a later date depending on its business objectives.
What does the future of Suzuki products look like here in the United States?
The future is bright for Suzuki in the USA The recent success of the new Hayabusa, GSX-S1000 and GSX-S1000GT/GT+ is just the start of a series of new Suzuki motorcycles that will be introduced in the near future.
So. Suzuki says there are more bikes to come, stay tuned.
Is that the case? Suzuki is certainly unlikely to pull out of the US market in the immediate future, because (as the memo above points out) it still has several expensive models it wants to sell here.
However, it should also be noted that at the 2010 Chicago Auto Show, then-Vice President Gene Brown said Suzuki’s automotive business was “here to stay.” Three years later, it turned out that was not the case.
Currently, Suzuki is linked to an emissions investigation in the EU, with regulators raiding company facilities in search of defeat-testing devices (early reports sound like Dieselgate 2.0). While it may be a nothing-burger and nothing has been proven in court this can tie up resources that Suzuki had planned to use elsewhere. Then when you add the lack of title sponsorship for its GP team, it’s no wonder Suzuki pulled the plug to save money, and it’s no wonder rumors are circulating about the business plan of Suzuki motorcycles as a whole, especially in light of its recent financial reports. These documents show that the motorcycle division experienced an increase in sales but a decline in profits due to higher material costs.
But again: Suzuki has a full line of well-performing motorcycles at reasonable prices and a worldwide dealer network. Why close this? The sensible thing would be to cut costs to improve margins, and at this point, that’s all Suzuki says it is doing.