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2 0 0 3 S U Z U K I G e n e r a l I n f o r m a t i o n

Ad Campaign to Showcase SUZUKI Safety, Performance, Comfort and Style

It's True ­ The 2003 SUZUKI Line Up is Outstandingly Japanese

SUZUKI Canada unveils a strong and sexy look with its 2003 line up ­ Aerio, Vitara Convertible, Vitara 4-Door, Grand Vitara, and the XL-7. To celebrate the cars arriving at dealerships across Canada in the Fall 2002, SUZUKI will launch a television and print advertisement campaign in English and French Canada with the "It's True" tagline. Created by Grey Advertising in Toronto, SUZUKI hopes to reinforce the message that the Japanese car company is Canada's "Best Kept Secret," producing truly outstanding vehicles. The campaign will deliver amazing facts about SUZUKI products, such as the highest crash-test rating that the XL-7 has received from the Insurance Institute for Highway Safety, along with BMW, Mercedes and Lexus or that the Grand Vitara is the first compact SUV in North America to feature the power of a V6.

"SUZUKI is a brand of quality products that offers both reliability and originality," says Bruce Usselman, Division Manager ­ Automotive Sales, SUZUKI Canada Inc. "Our joy is creating cars that are indispensable in Canadians' lives. Before we even begin to design SUZUKI vehicles, we have product discussions over a customer's expectations and needs. Our engineers take pride in automobile designs that incorporate dynamic technological advantages, quality and performance ­ that's how we win the hearts of Canadians."

It's True
At SUZUKI, Canada's Best Kept Secret, only perfectionists work for the company and only perfect techniques are used to make each car. From the forming of the steel body parts to the final assembly, the full SUZUKI production process is under accurate computer control. Although robots weld, paint and perform other critical operations with unwavering precision, the spirit of the human workers in the factories is unparalleled with a drive for excellence. It's True.

"Canadians will love the new look and feel of SUZUKI for 2003," adds Usselman. "All will be unveiled in the new advertising campaign, which consists of three television commercials that begin on September 9, 2002. The spots, titled Diner, Sumo City Anthem, and Crash Inside Outside highlight it's Japanese heritage, as well as the new technology, design, features, and amazing facts that distinguish SUZUKI vehicles from the competition."

The essence of the "It's True" tagline came from extensive research that revealed that there are many Canadians that know little or nothing about SUZUKI's truly outstanding vehicles. To articulate this insight, Grey Canada created a positioning called "Canada's Best Kept Secret" and are using the "It's True" tagline in order to emphasize the surprising and amazing facts about SUZUKI that are brought to life in every ad. All three spots show off dynamic shots of the 2003 line up that draws attention to SUZUKI's safety, comfort, performance, and stylish features.

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