March 1, 2005
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March 1, 2005 |
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1. Introduction A new kind of compact car. A new philosophy and a new beginning. The 2005 Geneva Motor Show presents the ideal opportunity to introduce both our new Swift compact, as well as our fresh new brand philosophy, which we’ve chosen to call “Way of Life!” Like all our products, the Swift has been designed to deliver a driving experience with genuine worldwide appeal. Our new philosophy focuses on bringing new and improved transportation solutions to customers, offering them enjoyable, relevant products that are useful to them right now, thereby enhancing their daily lives. We are committed as well to creating cars that will result in true customer satisfaction. Our cars are easy to drive, meaning anyone can easily bring out and enjoy the performance to be had. The new Swift embodies a globally oriented approach to product development and manufacture. From the very beginning of its development programme, a dedicated team of Suzuki designers and engineers collaborated closely with European automotive professionals and ordinary motoring enthusiasts in pursuit of Suzuki’s best compact car ever. The new Swift is more eye-catching, more spacious, more refined, more user-friendly, and a whole lot more enjoyable to drive than anything else in the compact-car category. And it gives an exciting glimpse of the new ideas and design approaches that will shape Suzuki models in years to come. As part of Suzuki's global strategy, the Swift is manufactured in Japan, Hungary, China and India. Radical innovation: The story behind the new Suzuki Swift Suzuki recently embarked on a radical new programme of innovation: a mission aimed at reaffirming and strengthening Suzuki’s position as a compact-car innovator; a mission destined to yield vehicles embodying the unique DNA of a company that's not only a world leader in compact cars but also the world's dominant force in motorcycles. The motoring public’s first view of Suzuki’s new way forward came at the 2002 Paris Motor Show, where Suzuki unveiled the Concept-S, a racy, rally-inspired concept vehicle that reflected influences from Suzuki’s two- and four-wheel racing activities and combined the benefits of Suzuki’s racing heredity with cutting-edge technological features. Next to emerge from Suzuki’s new programme was the Concept-S2, an open-top sports car in which Suzuki evolved its new-model concept into a form with a more laid-back personality. Unveiled at the 2003 Frankfurt Motor Show, the Concept-S2 was dimensionally similar to the new-generation production vehicle toward which Suzuki was steadily working - a vehicle to be known as the new Suzuki Swift. Plans for the new Swift took shape around a totally new mindset: Whereas Japanese car development often focuses first on the needs of Japanese motorists, the designers and engineers assigned to the new Suzuki Swift focused first and foremost on Europe; the new Swift was to be a Japanese car developed in Europe for today’s global market. The designers’ first step was to establish a base in Europe, where they reassessed Suzuki’s concept of car design and joined hands with European designers, who gave valuable insight into the European mindset. They stayed in Europe for six months, continuously refining the new Swift's design as they drew inspiration from the European landscape and people. The result is an innovative, sporty, and elegant design that has genuine international appeal. The new Swift’s handling, too, reflects a clear European focus. The engineers developed a totally new chassis and refined it through track tests and through a programme of road-testing across Europe. At every step, they incorporated feedback from European car enthusiasts. The result is handling that satisfies the most exacting European motorists. And now at the 2005 Geneva Motor Show, Suzuki is publicly unveiling the all-new Swift - a vehicle that embodies Suzuki’s unique DNA in a way that’s certain to generate excitement about Suzuki’s new vision for the compact-car genre. |
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