Suzuki scores an early goal

The company has adopted a what it believes is a novel advertising theme to draw attention to its latest new car sales special offer, but instead of opting for a soccer-themed sales incentive, Suzuki Auto is using the hype surrounding the FIFA 2010 Soccer World Cup to springboard its campaign - but without a soccer ball in sight.

Acknowledging that many companies are using the Soccer World Cup to promote their products and specials, Suzuki Auto SA is asking aspiring customers to focus on what it reckons are ‘real' deals, instead of climbing on the football-themed ‘special offer' bandwagon.

Not going the 2010 route

The Suzuki Auto SA advertising campaign employs television, radio and regional print media, and promises customers buying a Suzuki Alto subcompact hatchback what it believes is a real deal: a free three-year/45 000 km service plan when purchasing a new Alto GL or GLS.

“While many companies are trying to persuade their customers to climb on the soccer bandwagon by offering soccer-themed freebies, we decided to offer a real, value-added deal to customers purchasing our latest-generation Alto subcompact,” says Suzuki Auto SA divisional manager of sales and marketing, André Venter.

No hype

“The Alto is not only one of only eight 2010 SA Car of the Year finalists, but in GL form still retails for less than R100 000. By adding a free service plan, we are offering customers an incredible opportunity to take advantage of a truly attractive deal devoid of any hype,” he added.

The Suzuki Auto ‘Bandwagon' campaign commenced in early January, and runs until the end of March 2010. The free service plan for the Suzuki Alto is available from all Suzuki Auto SA's dealerships countrywide.