The Samurai

However, some consumers have indicated that the low price of the Samurai may indicate that it is of inferior quality.

The Samurai is smaller than other sport utility vehicles, which again is a double-edged feature. On the one hand, the vehicle can maneuver in situations that other vehicles cannot, but it may not be considered as rugged as heavier vehicles.

At this point, the market for sport utility vehicles is not particularly large, and positioning the Samurai in this class may eliminate other potential buyers who associate the Samurai with four-wheel drive situations and do not consider it for their own driving needs.

The Samurai could be positioned as a light truck. The vehicle has the carrying capabilities of other light trucks, and Japanese manufactured light trucks have gained a respectable market share in the American market. Its hardtop and convertible options offer additional features that trucks do not have, and its prices places it squarely in the same range as other, traditional truck products.

Of course, there is the issue of whether or not the vehicle could accurately be portrayed as a truck since its hauling capacity is smaller than other light trucks, and since its appearance is more car-like that truck-like. Nonetheless, this is a positioning strategy that needs to be considered.

The company should also take advantage of the unique nature of the Samurai and seek as much free publicity as possible. Because the vehicle defies easy description and because it offers a new look and feel for commuter driving, the company should be able to gain some mileage from press releases that may lead to feature stories in automotive trade publications and publications such as Car and Driver.

If the car is positioned as a sport utility vehicle or a light truck, a large segment of the buying public who would otherwise consider it as an alternative to a small car would dismiss it without further attention. This is because small car buyers are not interested in the off-road capabilities of the utility vehicles, or in the hauling capabilities of the truck. Car buyers want a vehicle that offers some road comfort, is enclosed, and is dependable. Buyers of light trucks and utility vehicles consider these "specialty" vehicles that meet certain needs either in the driver's life or in the lifestyle that the driver would like to lead.

It is recommended that Suzuki take the bold step of avoiding any direct positioning strategy with regard to the Samurai. By showing the vehicle in different situations, the company can allow consumers to determine for themselves what they consider the Samurai to be and how it would fit into their lives. Those buyers who are interested in the sport utility vehicle will see such a vehicle in four-wheeling situations, while those interested in light trucks will see a light truck. Those who are considering buying a small car will be impressed by the sticker price and the fun nature of the car, while also reassured by the low operating costs due to high gas mileage.

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