When Suzuki staff arrived in Las Vegas, Nevada in January to begin the set up for the company’s first exhibit at the world-famous CES, they knew they were in the right place at the right time. Years of study involving visits to CES events by as many as 100 staff annually convinced Suzuki that this premier event was the best venue to present the company’s long-standing vision of “Make it Compact (小), Make it Simple (少), Make it Light (軽), Make Swift decisions (短) and Harmonization of 小少軽短 inevitably becomes Beautiful (美)”. This philosophy, deeply embedded in Suzuki’s corporate history, is now the key to attracting partners to join with Suzuki to build a sustainable society.

Since February 2024, a team of 60 experts in product knowledge, engineering, event management, legal, and research and development began working together to realise Suzuki's vision at CES. For current products, the team decided to feature Suzuki’s mini truck, the Super Carry. As a representative of Japan’s mini category of vehicles, this model was a good way to introduce Suzuki’s product-making philosophy. Also, showcasing this philosophy, Suzuki demonstrated that its versatile micro e-Mobility Platform concept can be used for multiple purposes. Examples include utilisation for the LM-A automatic delivery robot of LOMBY Inc. and the Snow Removal Drone V3 of everblue Technologies, Inc. Other successful cooperation already well underway and on display included solutions produced in cooperation with Applied EV and Glydways.

Perhaps the most impactful feature of the Suzuki exhibit was a video produced by the team’s working group. After reviewing Suzuki’s origins, the company motto and action philosophy, and making sure that this meaning was clearly and accurately communicated, the video with the logo design of ‘History of 小少軽短美, For Daily Life’ was shown to visitors to the booth. The reaction of the visitors was very positive with special applause and warm comments causing one Suzuki member to comment, “When we saw the response to the video we created as a team, I almost cried.”

By welcoming many visitors to the booth, we were able to spread the idea and gain empathy for Suzuki’s vision for future cooperation. And we were able to make connections with companies and people who share our philosophy, and who we anticipate will become partners. We are satisfied that our participation in CES in 2025 was a success. And now a new working group is hard at work planning for the next opportunity at CES.