suzuki pickup truck:

2009 Suzuki Equator: A Pickup for Suzuki


Suzuki Goes to Nissan for a Truck
Looking at Suzuki‘s new Equator, introduced at the Chicago auto show, you can see a Nissan Frontier shape. This isn’t an accident or a copycat design, as Nissan will build the Equator for Suzuki. Suzuki has a stronger image among buyers of ATVs, marine engines, and motorcycles than they do with people looking for cars and trucks. A compact pickup seems natural for a brand selling toys that need to be towed, especially as their toys have terrific reputations for quality and value. Suzuki won’t sell enough Equators to justify creating and building a pickup of their own, but partnering gets them a strong product at a price they can afford.


Officially, we haven’t yet seen the production Equator (on sale until fall 2008), as Suzuki presented three concepts in Chicago. Each highlighted another branch of Suzuki’s recreational business, carrying Suzuki ATVs and motorcycles and hauling a boat with Suzuki engines. Supporting the relationship between Suzuki cars and trucks, Suzuki’s Gene Brown drove on stage on their V-Strom motorcycle. And in the Windy City in a February snowstorm, images of warm-weather outdoor activities were all the more compelling. Suzuki linked the two sides of the company and demonstrated why a truck can be a sensible addition.

The concepts should inspire customizers and Suzuki’s planning teams, looking for possible special editions and factory-backed accessories. Suzuki showed the Equator being used to maximizing free time, giving it a fun image from the get-go. Equator has a solid foundation, if a weak name, and a team behind it with a clear sense of what buyer to target and a good road map for getting there.

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