Suzuki is a small brand looking for a big year

Dale Wyatt, Suzuki GB sales and marketing director, is clear that he rates qualitative success above quantitative: “Quantitative is a by-product of doing a qualitative thing. We’re not over-interested in vanity business, we’re interested in building a brand and a business for the future.”

He is proud that the carmaker has held a position in the top three of the National Franchised Dealers Association (NFDA) Dealer Attitude Survey for the past four years, and last year Suzuki was awarded the NFDA’s Manufacturer of the Year trophy.

Wyatt returns the praise to his network, repeatedly describing the manufacturer’s dealer partners as “capable”, “reliable”, “great retailers” and “strong”.