About Suzuki Boulevard
American Suzuki Shakes Up Cruiser Market with New Suzuki Boulevard Brand
Inspired by Suzuki's GSX-R sportbike platform, all-new brand of bikes, accessories and apparel is among the most important launches in American Suzuki history.
With more than 40 years of experience selling high-performance, cutting-edge motorcycles, American Suzuki Motor Corp. (ASMC) launches into a new era with a new brand of cruisers -- Suzuki Boulevard -- unveiled last year at the American Suzuki National Motorcycle and ATV Dealer Meeting in Las Vegas, Nev.
Suzuki, which enjoys considerable market share in a number of key motorcycle segments in the U.S., is seeking to build brand equity in the cruiser segment by continuing to leverage the popularity, sales and racing success of its GSX-R sportbike platform. The specially branded Suzuki Boulevard bikes are being engineered, developed and built with what Suzuki engineers are calling "Suzuki DNA" -- a blend of advanced technology, uncompromising power and performance, nimble handling and outstanding value.
"More than a line redesign, Suzuki Boulevard represents a whole new cruiser brand designed and manufactured exclusively for the U.S. cruising market," explained Mac Kato, president of ASMC Motorcycle/ATV Division. "It is not an exaggeration to say that this is one of the most important launches in Suzuki's 41 years of selling motorcycles in the U.S." Five 2005 Suzuki Boulevard models will hit showrooms in August 2004 -- the S40, S50, S83, C50 and C90 -- with more to come in 2005, including the signature M50 muscle machine. Suzuki has designated three separate cruiser lines as the basis for future line growth with specific product names reflecting not only engine size in cubic-inch displacement but also the style of the bike as well -- the stylish "S" series, the "C" series featuring classic cruiser styling and the more-muscled "M" bikes.
Through extensive research of the U.S. cruiser market by Suzuki engineers, Suzuki Boulevard bikes accommodate American cruising enthusiasts' demands for technological innovation, riding comfort, style and performance while incorporating the Suzuki DNA. To fully capture the American cruising lifestyle and complement its new cruiser brand, Suzuki is also launching Suzuki Boulevard Authentic Accessories, a full line of branded accessories and apparel designed to offer buyers maximum opportunity for customization and freedom of individual expression.
"American Suzuki Boulevard cruisers and Suzuki Boulevard Authentic Accessories offer a whole new lifestyle -- a new way to express individuality on the road and a new reason to explore the boulevards of America," added Kato.
According to Kato, Suzuki Boulevard bikes will compete for the American cruising enthusiast eager to add Suzuki's reputation for advanced motorcycle technology and championship racing success to the traditionally image-driven cruiser segment.
"Suzuki Boulevard has been designed specifically for the motorcycle enthusiast who wants more from their cruiser than mere cosmetics," said Kato. "Suzuki Boulevard riders want the power and punch provided by Suzuki DNA in addition to traditional black-and-chrome styling and a low-slung muscle cruiser package."
Suzuki cruisers have been a significant contributor to the overall success of American Suzuki's Motorcycle and ATV Division and the introduction of the Suzuki Boulevard line of cruisers represents the company's continued commitment to its motorcycle dealer body to supporting a more dynamic cruiser brand presence. Suzuki Boulevard will provide dealers with a compelling new line of branded cruiser motorcycles, accessories and apparel to draw new riders into Suzuki showrooms and existing riders from the competition.
"The introduction of Suzuki Boulevard results directly from dealer requests for a Suzuki-exclusive product lineup that will provide increased traffic and sales success within the cruiser segment," explained Mel Harris, vice president of ASMC's Motorcycle/ATV Division. "The same resources that have brought industry-leading success to other Suzuki product lines like the QuadRunner ATVs and GSX-R Cruisers are being harnessed for the new Boulevard cruisers -- advanced product technology, competitive pricing and compelling marketing." American Suzuki will launch its new Boulevard brand in August with a major media campaign targeting the core cruiser audience through top-tier motorcycle enthusiast publications, cable networks and specific motorcycle shows -- collectively putting the new bikes in front of nearly 840 million prospective buyers.
Suzuki Boulevard Cruiser Line-up
Suzuki Boulevard cruisers demonstrate a new level of commitment to cruiser enthusiasts with a variety of models for riders of all ages and experience levels. These V-Twin machines, styled and engineered to capture the imagination of motorcycle enthusiasts across the country, mark the beginning of a new direction for V-Twin cruiser aficionados.
Since Suzuki understands each cruiser's desire to choose his or her own bike, style and place in life -- their own boulevard -- the new line will offer variety right from the start. The "S" series, featuring stylish and sleek refinements of Suzuki-styled machines, includes the S40, S50 and S83. The "C" series features a more classic cruiser style in the C50 and C90 models. And, later this year, the "M" series will deliver a more muscled performance image with the M50 and M95.
For more information about the Suzuki Boulevard, read the following from Motorcycle Cruiser
Suzuki Motorcycles Hit the Boulevard: No More Intruders, Marauders, Volusia or Savage
Suzuki leaves its cruiser past behind with a new motorcycle brand, Boulevard. But the face is familiar.
Suzuki says that a new era has dawned, and it is an era that will not include any of its familiar cruiser models. Suzuki's 2005 model line has no Intruders, no Marauders, no Volusia, and not even a Savage. Suzuki's cruiser future lies on the Boulevard. That's the new brand name being applied to all of its cruisers in the future.
For 2005, all of Suzuki's existing cruisers will be replaced with restyled, redesignated and renamed Boulevard versions. Instead of the familiar cubic-centimeter (cc) displacement designations, the Boulevard-brand cruisers will be designated by cubic-inch designations. The skinny, chopperesque models that replace the Intruder 1400 and 800 and the Savage, are designated by S prefixes. The classic, wide style bikes that replace the Intruder 1500LC and the Volusia are C models, and the bikes moving into the slots occupied by the Marauders get M designations. The bike that replaces the Savage is the S40. The Boulevard counterpart for the Intruder 800 is the S50. Replacing the Volusia 800 is the Boulevard C50. In place of the Intruder 1400 is the S83, and the Intruder 1500's slot is filled by the C90. The Kawasaki-built Marauder 1600 gets elbowed aside by the Kawasaki-built Boulevard M95.
But if the Boulevard models look familiar, they should. Each of the new bikes, with one exception, is clearly derived from the bike is displaces, albeit with fresh styling on a range of components and technical and functional upgrades, such as EFI replacing carburetion on the C90 and the use of floorboards on the C50 (replacing the Volusia, Suzuki's best-seller). The styling changes include items such as saddles, handlebars, headlight shells, and air cleaner covers. There are several multi-reflector headlights in the line now.
One of the Boulevard series motorcycles is new, however. The Boulevard M50, which fits in the slot formerly occupied by the Marauder 800, not only looks different than that bike but is vastly changed, although it retains the same street-rod style and performance attitude. The new M50 boasts features like shaft drive, EFI, a hidden single-damper rear suspension, blacked-out wheels, and completely fresh lines. The M50 manages to look fresher and racier than its big brother, the M95. It will go into production at the end of 2004, and should hit showrooms in late winter or early spring 2005.
Suzuki says that this is "just the tip of the iceberg." It says it will have new cruisers every year for a while, including an M105 for 2006, and T versions (touring) of the C90 and C50 in early 2005. The C50T and C90T (photo at left) will have windshields, saddlebags, sissybars, and whitewalls. Suzuki is also asking its dealers to get more involved in the cruising segment of the market, which is probably one of the reasons for this rebranding. However, it also signals that Suzuki's low-key attitude about the cruiser market has changed dramatically.
Suzuki Boulevard Store Links
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