Suzuki is finally entering the race for electric cars. The launch of the e Vitara is planned for 2025, but the brand's strategy contrasts with that of other manufacturers. Will it pay?
The Japanese manufacturer took its time to launch its first electric car in Europe. After the presentation of a concept called eVX in 2023, Suzuki made its e Vitara official on November 4, 2024. Hopefully this time for reflection will allow the brand to come up with an electric car that will capture the attention of buyers.
Other Japanese manufacturers are having difficulty selling their 100% electric models. From Toyota to Honda, including Mazda and Subaru, sales figures are low in France, as in the rest of Europe – even if certain models limit damage in the Nordic countries. Suzuki and other historic manufacturers can no longer ignore electric power, which is necessary to comply with the CAFE standard. So, with what arguments could Suzuki's electric model stand out?
The muscular design of the e Vitara
If Suzuki has above all managed to make us fall in love with its city models – like the Swift which we would love to see arrive in electric mode – the Vitara is the second best-selling model by the brand in France. This e Vitara version should therefore please the brand's customers, and even attract new customers.
To put all the chances on its side, Suzuki has decided to opt for a fairly muscular design, very close to the concept car unveiled last year. A bit like the Peugeot e-2008 or the Dacia Duster (thermal), the brand communicates the notion of robustness through the stroke of the pencil of design.
The brand still took a risk, with a style a little further from its biggest hits. At least we won't be able to describe this new electric car as tasteless, a criticism often leveled at other Japanese manufacturers.
Price will likely be the tipping point
Suzuki is recognized and appreciated for its reliability and for the very good quality/price ratio of its vehicles. The brand has not yet lifted the veil on the price range that will accompany this model, this will probably happen in 2025. Certainly, the Suzuki teams are very aware that the price constitutes a sword of Damocles above this new model.
Several strategic choices on the e Vitara suggest that the Japanese manufacturer has understood the price issues. Choosing an LFP battery will help reduce the high cost of the battery in the final bill. The model is not intended to ruffle customers' feathers with its performance. Everything is, as is often the case with Suzuki, thought out in a very rational way:
- Not too powerful motors (from 106 to 135 kW),
- Batteries with contained capacities of 49 and 61 kWh (difficult to do more in LFP chemistry, especially in a vehicle 4.27 m long),
- And above all, an all-wheel drive version (in addition to 2-wheel drive versions) which should be priced lower than the competition.
On the other hand, we should not expect miracles in terms of autonomy. This should range between 400 to 450 km wltp, but the brand has not yet confirmed (nor estimated).
To stay on the price aspect, we must be aware that Japanese brands have had to quite violently adjust the prices of their electric vehicles in France. They were launched at too high prices. Some accumulate discounts that are almost worrying:
Suffice it to say that Suzuki's room for maneuver is slim, and in the event of a mistake, the brand will probably not have a second chance.
A model that will also exist at Toyota
In an editorial in the Watt Else newsletter, Numerama teased a little the strange alliances of the Japanese. This is still the case here. Suzuki has already adopted two rebadged Toyota models (a hybrid and a plug-in hybrid) into its range. There, it is in the opposite direction that the partnership happens. Toyota will integrate a twin brother of the e Vitara into its range of electric vehicles internationally.
However, the manufacturer Toyota is supposed to very soon launch the production version of the Urban concept SUV, a 4.30 m long model on the e-TNGA platform with NMC batteries. We're losing our Latin a bit. Will there be the launch of two models with identical positioning in the same year? Or has there been a new 180° turn at Toyota?
In any case, it is quite bold for the world leader to take over the first electric vehicle developed by Suzuki. That said, this e Vitara may be excellent; we will know in 2025.
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