Suzuki Auto Continues Two-Wheel Infusion in Four-Wheel Advertising Campaign

Core brand strengths showcased in new broadcast spots and print ads, including expanded vehicle line and America's #1 Warranty

BREA, CA - October 1, 2007: Building on last year's groundbreaking and highly successful brand campaign that linked Suzuki's rich motorcycle heritage to its automobiles, American Suzuki Motor Corp. launches a number of new television and print advertisements, highlighting the automaker's expanded lineup of dynamic vehicles, bringing greater clarity to the company's "Way of Life" brand philosophy and still illustrating the company's motorcycle DNA. In addition to the seven-passenger XL7 midsize crossover SUV, rugged Grand Vitara and bold and functional five-door SX4 Crossover, the new advertising campaign introduces the stylish and performance-oriented four-door SX4 Sport, scheduled to arrive in dealer showrooms this month.

"We set the stage last year by implementing a new communications strategy that reflected the brand's core strengths as a company that builds fun-to-operate vehicles, from Suzuki's widely recognized motorcycles to our exciting and versatile cars and SUVs," said Gene Brown, vice president of marketing and PR, Suzuki Automotive Operations. "As we move into the fourth quarter, we believe our spirited automotive lineup, anchored by the Grand Vitara, XL7 and SX4 Crossover, along with the addition of the all-new SX4 Sport, will continue to engage consumers and provide proof of Suzuki's commitment to producing vehicles designed for their everyday active lifestyles."

In addition to aligning with the brand's rich motorcycle heritage, Suzuki's 2008 advertising campaign further reinforces its dedication to the company's "Way of Life" brand mantra, which promises vehicles that are designed for life enthusiasts -- those who choose to live life to the fullest and not simply watch it go by.

Developed in conjunction with the company's advertising agency, Dentsu Next of Brea, Calif., Suzuki Auto introduces five new 30-second commercials, integrating the invigorating thrills of driving a Suzuki vehicle, and in some cases, riding a Suzuki motorcycle. The campaign also features a broadcast spot that communicates a consistent strength of the brand, its ownership of America's #1 Warranty. All broadcast advertising uses the themed mnemonic: "It's gonna be a great ride," accompanied by Suzuki Auto's well-known "Way of Life" tagline. To subtly re-emphasize the point that the same company often thought of as a great motorcycle company also offers great automobiles, all spots end with the Suzuki logo "closing" as if it were a car door.

"Suzuki is a challenger brand and decidedly more interesting than a traditional status quo commodity, which means we have to entertain, intrigue, stand up and be noticed, make consumers rethink their opinions, surprise them, and make them listen," said Carmen Dorr, creative director, Dentsu Next. "Creatively, that's both a challenge and a dream come true."

The television buy targets 25- to 54-year-old men and women and will appear on major networks skewing toward active-lifestyle programming, including Discovery Channel's "Man vs. Wild," FUEL TV's "The Daily Habit," ESPN's NASCAR and NCAA basketball coverage and regional NFL and college football games throughout the country. Additional cable support includes programming on A&E, FSN, National Geographic, NFL Network, Outdoor Channel, TBS, TNT and VH1.

The broadcast spots are complemented by a series of print ads to further support Suzuki's "Way of Life" positioning, which will be featured in active lifestyle publications such as Bicycling, Skiing, Sports Illustrated, National Geographic Adventure, Fitness and Surfer. Additional print support for the SX4 Crossover and all-new SX4 Sport extends to several auto enthusiast publications, including Super Street, C16 and Motor Trend. To reinforce the sophisticated styling and packaging of the XL7, Suzuki will advertise in publications such as Southern Living, Real Simple and Time.

"Ferry Boat" (30 seconds)
-- "Ferry Boat" begins with a young man and woman meeting at the top of a city parking structure before their morning work commute. The man is driving a Suzuki SX4 Crossover. The woman is driving the all-new four-door SX4 Sport.
-- The man says, "Good morning, Samantha." The woman replies with the challenge, "Need a head start?"
-- The man and woman exit the parking structure, driving opposite directions.
-- The voiceover asks, "Are our cars as much fun as our bikes?"
-- En route, the man takes a shortcut on a dirt road through a construction zone, utilizing the SX4 Crossover's standard all-wheel drive, while the woman drives along the highway and navigates through city streets.
-- The woman arrives at the destination, a ferry boat dock, and parks her car on the deck.
-- As the ferry pulls away, the woman leans on the railing with a victorious smile on her face. Having already arrived, the man surprises her from behind and wryly notes, "I don't think he's gonna make it."
-- The voiceover finishes with, "It's gonna be a great ride."
-- Filmed in Vancouver, B.C.

"Keys" (30 seconds)
-- Opens with a set of Suzuki keys flying through the air and being snatched by a passenger in a Suzuki Grand Vitara before falling to the ground.
-- The voiceover says, "There's only one car company where America's #1 Warranty comes standard on every car and SUV."
-- The keys then get enthusiastically tossed from one Suzuki car to another throughout the city.
-- The voiceover explains the details of Suzuki's fully transferable warranty, clarifying the visual of the tossed keys.
-- The voiceover asks, "What does a really good warranty tell you about the vehicle? ... Everything."
-- Closes with the campaign's signature line, "It's gonna be a great ride."
-- Filmed in Los Angeles, Calif.

"Mystery Tour" (30 seconds)
-- Opens when a man is surreptitiously slipped a note by a stranger, containing an address in the city. The crumpled note he finds in his hand reads, "Corner, Third & Main, Noon."
-- The man reaches the suggested destination, enters an alley and opens a gate marked with a note that reads, "Now, go to factory."
-- A voiceover asks, "Are our SUVs as much fun as our bikes?"
-- The man discovers an XL7 behind the gate and drives to the factory.
-- The XL7's navigation system alerts the man that he's reached the destination, and he stops the vehicle.
-- Six intimidating men in black suits approach the XL7 and enter.
-- The man drives the six strangers to a final destination, an empty road in the woods, and one of the strangers forcefully says, "Get out."
-- After the man exits the vehicle, the stranger says, "Turn around."
-- The man turns around and sees his date along with a romantic dinner setup on the lake, leaving him smiling and speechless.
-- Closes with the six men from the factory, now revealed as a band, playing dinner music.
-- The voiceover finishes with, "The new 2008 XL7 from Suzuki. It's gonna be a great ride."
-- Filmed in Vancouver, B.C.

"Biker Bar" (30 seconds)
-- Begins airing in the first quarter of 2008.
-- Opens with a man parking his Suzuki Boulevard M109R motorcycle at an upscale biker bar/diner.
-- Suzuki's four halo vehicles enter the shot, circle in front of the biker bar and back into their parking spots, similar to a motorcycle.
-- The voiceover asks, "Are our cars as much fun as our bikes?"
-- The driver doors simultaneously open and show an unexpected feature -- a kickstand.
-- The four drivers walk toward the bar and stop in front of the motorcyclist. One of them comments, "Nice bike." The motorcyclist, having checked out the cars and SUV's, replies, "Nice ride."
-- Closes with a panning shot of the XL7, Grand Vitara, all-new SX4 Sport and SX4 Crossover, and the campaign's signature line, "It's gonna be a great ride."
-- Filmed in Santa Clarita, Calif.

"Dust Cloud" (30 seconds)
-- Begins airing in the first quarter of 2008.
-- Opens with a group of motorcycle riders aggressively approaching from the left and a group of Grand Vitaras, climbing over rough terrain, approaching from the right before coming to a halt.
-- A group of men step out of the Grand Vitaras, while the motorcyclists climb off their bikes and remove their helmets, revealing they are all women.
-- During the sequence, the voiceover asks, "Are our SUVs as much fun as our bikes?"
-- The motorcycle group leader asks, "You got the stuff?" The Grand Vitara group leader assertively replies, "I got the stuff." A showdown is implied.
-- Unexpectedly, the man and woman suddenly smile at each other, as it becomes clear they know each other and are friends, perhaps even a couple. The other men start to unload coolers, tents and sports equipment from the Grand Vitaras.
-- Closes with an aerial shot of the group enjoying lakeside recreation and camping.
-- The voiceover finishes with, "The new 2008 Suzuki Grand Vitara. It's gonna be a great ride."
-- Filmed at Soggy Lake near Victorville, Calif.

2008 Suzuki Auto Product Line
Suzuki's popular and versatile product line now features the spirited four-door SX4 Sport, along with a variety of cars and SUVs to match the needs of active lifestyles. The 2008 vehicle line also includes the bold and functional SX4 Crossover, exciting XL7 midsize crossover SUV, rugged Grand Vitara compact SUV, the popular Forenza sedan and Forenza Wagon, and the European-styled Reno. Every vehicle in the line provides Suzuki's standout virtues of toughness, leading-edge style and high-end features at very competitive prices. All 2008 Suzuki automobiles are backed by America's #1 Warranty: a 100,000-mile/seven-year, fully transferable, zero-deductible powertrain limited warranty.