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		Amsterdam Project Looks Like a Winner Joint Dealership Offers Unique Access and Service for Suzuki Products on Wheels Holland Amsterdam Maurice Selling Motorcycles showroom Joint dealership facilities Two independent dealers located next to each other in the same neighborhood of Amsterdam, Holland - Biesheuvel Suzuki BV Automobile Dealer and Maurice Selling Motorcycles – have combined forces to create a Suzuki shopping environment where both car and motorcycle customers can feel exceptionally well served. The Selling family’ s motorcycle dealership, opened at this location in 1996 but founded in 1946, has a long history and high profile among the area’ s motorcyclists, while the Biesheuvel automotive dealership, which began with Suzuki in February of 2007, enjoys a long-standing 'local hero' image.    Biesheuvel Suzuki BV employs a staff of seven people in a space of 500m2 that includes 350m2 to show ten new Suzuki cars, plus a used car lot, a customer corner and separate showrooms for two other brands. Biesheuvel currently averages auto sales of 25 units a month and 300 per year.    The Maurice Selling motorcycle dealership offers 2000m2, 600m2 of that being showroom for up to 150 bikes, and employs a staff of twelve people. Customers of the Seller dealership buy 600 motorcycles a year, for a monthly average of 50 per month.    Planners of the Amsterdam project believe that this combination of two independent Suzuki dealers has great promise compared to "hybrid" dealerships that market both products, for several reasons. Experience has shown that finding entrepreneurs who are capable and interested in selling both cars and motorcycles in a single hybrid dealership is very difficult, and has produced disappointing results when attempted by other motor corporations. Dealers tend to favour one product category over the other, and find the creation of a shopping environment that will appeal to both car and motorcycle customers too much of a challenge.    In the Amsterdam arrangement, however, because each dealer has its own "character", meaning a strong reputation in its own field for expertise and reliability, customers of both types will be superbly served in their original interest, while having a great opportunity to be attracted by other Suzuki products.    The arrangement offers other unique strengths: the experience and expertise of operations specialized for autos and motorcycles, but with the shared assets of Suzuki overall brand image, and the economy of pooled costs for investments, communication and advertising.    In addition, the unified facility will create a huge Suzuki presence at a busy location on the connecting road to Ajax Football Stadium, in an important metropolitan market of 750,000 citizens. When the new Suzuki signage is installed and building permits are granted, the two dealerships will visually look like "one big Suzuki center".    So although both Suzuki dealerships are already in full operation, the formal start of the "Suzuki Boulevard" around Easter of 2008 will also begin the project’s programme to establish joint marketing to both customer groups. The Amsterdam project will be an interesting pilot test of whether marketing and communication to a wide range of customers at a one-stop shopping centre – yet with specialized, expert services tailored to auto and motorcycle customers - can stimulate increased cross-sales and deepen Suzuki brand loyalty.