SUZUKI AUTO LAUNCHES UNIQUE MULTI-FACETED MARKETING CAMPAIGN

·   Comprehensive CRM initiative supports all-new four-door SX4 Sport launch

·   Find the Way contest features adventure-inspired comic book and interactive Web site

BREA, Calif., (Dec. 19, 2007) - To further support the launch of the four-door 2008 Suzuki SX4 Sport, American Suzuki Motor Corp. recently launched a new Customer Relationship Management (CRM) initiative designed to drive even more traffic to Suzuki’s Web site and to Suzuki Auto dealerships nationwide.  Suzuki’s Find the Way campaign consists of a multi-channel marketing effort that includes a direct mail and online marketing strategy focused on engaging consumers with the Suzuki brand, while also illustrating the company’s free-spirited and active-lifestyle-oriented “Way of Lifeâ€? brand philosophy.

“The Suzuki Find the Way campaign provides us with an exciting platform with which to engage and entertain consumers while integrating and elevating the Suzuki brand and highlighting the strengths of the recently introduced four-door SX4 Sport,â€? said Gene Brown, vice president of marketing and PR, American Suzuki Automotive Operations.  “This is the latest result of our ongoing initiative to develop the solid, sophisticated CRM infrastructure needed to implement marketing campaigns that integrate all the channels of communication to our owners and to potential Suzuki car buyers.â€?

Concurrent with the arrival of the 2008 SX4 Sport, Suzuki’s Find the Way campaign kicked off in early November with the distribution of more than 130,000 postcards and e-mails directing consumers to http://www.suzukifindtheway.com. 

Following the early teaser campaign, Suzuki mailed hardcopy versions of “The Way,â€? a magna-style illustrated comic book, which chronicles the adventures of a likable, somewhat off-beat, young couple searching the odd corners of their urban landscape in an all-new SX4 Sport.  “The Wayâ€? contains five hidden puzzles – one for each place the characters travel during their journey.  The comic book’s cliffhanger ending directs readers to the Find the Way Web site for the conclusion of the story and to enter the online contest.
 
Find the Way Sweepstakes

As an added highlight of the campaign, Suzuki also launched the Find the Way sweepstakes in November, offering participants the chance to win an all-expenses-paid trip for two to Japan or the Caribbean by registering online at http://www.suzukifindtheway.com.  Suzuki also will award three first prize winners with an Apple® iPhoneâ„¢ and six second prize winners with a Nintendo® Wiiâ„¢.  Participants can increase their chance of winning by correctly solving five puzzles from the story at the Web site, which offers an electronic version of the comic book.  In addition, the Find the Way sweepstakes page provides links to Suzuki’s consumer site http://www.suzukiauto.com, offering Web users an opportunity to take a digital tour of the all-new SX4 Sport. 

Together with the two-stage direct marketing campaign, the Find the Way Web site, and “The Wayâ€? comic book, the exciting sweepstakes completes a highly integrated and engaging program that keeps consumers engaged with the Suzuki brand for far longer than a traditional :30 spot, print ad or online banner ad. 

“This is a new approach for us, and we can’t wait to see the results,â€? Brown notes.  “Stay tuned – this is just the beginning for us!â€?