- Suzuki is positioning Thailand as an export hub of small passenger vehicles. Meanwhile, MPV and mini truck production is concentrated in Indonesia. Suzuki intends to set up a complementary supply system of manufactured models, making ASEAN operations the next revenue base after India. The automaker invested to increase annual production capacity from 50,000 units to 100,000 units. In May 2014, Suzuki began production and launched the Eco Car Phase 2 program-compliant Celerio in Thailand. Export to Europe started in September of the same year.
- While Suzuki's vehicle production volume tripled in 2013 compared to 2012 going up to 53,411 units, it dropped 61.1 percent to 15,846 units in the first nine months of 2014 compared to the same period of the previous year. Failure of Eco Car sales in Thailand and weak export were given as reasons for the drop. Initially, Suzuki planned to export 21,000 units to ASEAN countries, Australia, New Zealand and elsewhere in 2013; however, only 1,077 units reached foreign markets. In the first nine months of 2014, 4,681 units were exported, registering a significant export gap compared to the original plan.
- In order to inverse this trend, the emphasis is being put on the Celerio in the second half of 2014. The Celerio is a global strategic model manufactured both in Thailand and India. It went into production in Thailand in May 2014. To date, the other city model, the A-Star was exported from India to Europe (approx. 36,000 units annually); however, after undergoing full model change, export base was changed from India to Thailand. Out of the total production of 50,000 units, 20,000-30,000 units are planned to be sold in Europe. Exports to the UK, Germany, Italy, the Netherlands and other European destinations began in September 2014.
- Meanwhile, Suzuki plans to boost sales in Thailand by offering low fuel consumption and low price (engine displacement 1.0L base price from 359,000 THB); however, the local small passenger vehicle market is sluggish, creating harsh sales conditions.
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