Ask the Editors: Is Bankruptcy The End of American Suzuki
Dear ATVC:
I just heard American Suzuki filed bankruptcy! Does this mean no more ‘Zook ATVs? Please say it aint so!
Good news, if good news can be found amidst bankruptcy announcements- American Suzuki Motor Corp’s having filed for Chapter 11 bankruptcy protection has actually come about so that the company can restructure itself to keep manufacturing/ selling & servicing ATVs, cycles and marine outboard engines.
In short it’s the Suzuki automotive division that’s getting the axe here in the US. Along with Honda, Suzuki had been dividing its focus between recreation and road-going automobiles, a tradition that’s been going here in the US since 1985. Perhaps you remember the little Suzuki Samurai 4x4s?
Lackluster sales are the primary culprit here; a situation only made worse by the 2008 economic crash. Again though, this move -though sad- is designed to allow American Suzuki a chance to regroup and restructure so that all of its efforts can return to the company’s roots. In short, expect more attention to our niche in their overall line up as a result.
It should be noted that this bankruptcy does not affect American Suzuki’s parent company Suzuki Motor Corporation of Japan.
