Suzuki Drops Out of the NAIAS; Will Not Display in 2009

PHOTO BY JASON RZUCIDLO / ©AMERICAJR.com

The Suzuki X-Head concept truck was unveiled at the NAIAS in 2008.

by Jason Rzucidlo americajr@americajr.com

WATCH: Suzuki Drops Out of the NAIAS; Will Not Display in 2009 MPEG Video

DETROIT -- Suzuki has said no thanks to an offer to display it's vehicles at the upcoming 2009 North American International Auto Show in Detroit. The automaker made the move based on limited space at Cobo Center. Suzuki will be the second automaker in a row to leave the NAIAS. Porsche left the NAIAS in 2007 and did not display the following year. Their decision was based on low sales in the Detroit market.

The NAIAS is now without two automakers that it once had just two years ago. Many of the remaining automakers have indicated that they need more space. There are two plans in the works to expand Cobo Center however funding remains the issue that no one can agree on.

"A change in Suzuki’s display location was proposed and location was one of many variables we discussed in coming to this decision," said Jeff Holland, Senior PR Manager for American Suzuki. "In combination with these other factors, we ultimately concluded that NAIAS wasn’t the best opportunity for American Suzuki at the present time."

Oakland County Executive L. Brooks Patterson and Wayne County Executive Robert Ficano are the two major players in the expansion plans for Cobo Center. Patterson said he is waiting for financial information from 2003 and insists plans won't move forward without it. Ficano said plans can move forward right now without it. The NAIAS could leave Detroit if an expansion doesn't happen soon.

Rod Alberts, Executive Director of the Detroit Auto Dealers Association, told The Oakland Press that some of the locations being considered for the relocated NAIAS include New York, Chicago, Miami and Washington D.C.

"We will continue to evaluate our show schedule on an annual basis," said Holland. "Obviously a great many factors play into these decisions, including upcoming product, show dates, access to key executives and – of course – the automotive market. Suzuki is well-positioned going forward, and as its retail presence grows throughout North America we’ll continue to revise any and all strategies, including our presence at NAIAS."

Joe Serra, Senior Co-Chairman of the 2009 NAIAS told The Detroit News that Suzuki's departure was "a wake-up call" and that another luxury automaker is thinking about leaving the auto show.

"Porsche decided they wanted to market their cars and spend their marketing dollars where they sold their cars," said Carl Galena, Senior Co-Chairman of the 2008 NAIAS. "They sold about 237 vehicles in Michigan and they sell about 4,000 in their other markets. We've lost people in the past. Mitsubishi left -- they've come back."

Cobo has been hosting the Detroit Auto Show since 1965. It was expanded in 1989 to 700,000 square feet of exhibit space. Plans call for an expansion to 900,000 square feet of space with a price tag of over $600 million.

 

PHOTO BY JASON RZUCIDLO / ©AMERICAJR.com

Cobo Center is home to the NAIAS in downtown Detroit.

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This page was last updated on Wed, October 29, 2008 11:34 PM

 

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