Suzuki Heritage Inspires Fun Driveability in EV Era Insists UK Boss (He Drives Classic Cappuccino!)
Check out my brief chat with Dale Wyatt, Director of Suzuki GB Cars, as he prepares to drive off in his personal vehicle—a classic Suzuki Cappuccino Kei Car Roadster! I asked him about his own connection with the Suzuki brand, and how Suzuki’s heritage influences its unique characteristics: driveability, reliability, fun driveability even as the company shifts towards electric vehicles. Dale discusses the critical importance of maintaining ‘Suzukiness’ amidst industry evolution and how past lessons can guide future strategies. Don’t miss his insights on what makes Suzuki resonate so strongly with its loyal customers and how they plan to navigate the challenging transition to an EV era.
Meet Dale Wyatt, the Managing Director of Suzuki Cars UK, and his pride and joy: a classic 1994 Suzuki Cappuccino. How many MDs do you know who drive their own classic cars? It’s not just any classic car; it’s a Japanese K car with a 666cc engine, tiny turbo, and light as a feather. It’s great fun, and it’s this fun driveability that Suzuki aims to retain even as we transition into the EV era.
Embracing Heritage
Dale has owned his Suzuki Cappuccino for about a year, and he uses it most weekends. “It’s a warm fun car wherever you go,” he says. “People give you the thumbs up and want to talk about it. It’s classless and it’s a bit of fun.” But there’s more to this than just owning a fun car. For Dale, driving this classic is a way of connecting with Suzuki’s rich heritage.
The Importance of History
Many modern executives focus solely on the future, but Dale believes it’s essential to remember where a brand comes from. “I think it’s easy to forget your history,” he explains. “The industry’s going through a period of change. There’s a story that makes the brand attractive, and it’s the promise that makes a brand attractive.”
The Suzuki Cappuccino is a reminder of the brand’s past and the personable, approachable nature that has made Suzuki so popular with its loyal customers. Suzuki consistently performs well in customer loyalty ratings, and Dale attributes this to their reliable products and the personal service from their typically family-owned dealer network.
Fun Driveability in Modern Cars
Suzuki has just launched the new Suzuki Swift, and it retains the old-school feel that enthusiasts love, but with all the modern features you’d expect. “There’s a driveability about Swift and a sense of fun and connection with it,” Dale says. “It only comes with a car engineered properly. Hopefully, you enjoyed it.”
As we stand on the cusp of a radical shift in the car industry, with the impending EV mandate, Suzuki is preparing to bring an electric vehicle to market. But how will they maintain that distinctive Suzuki feel in their EVs?
“With Suzuki, you’ll get a car that feels like a Suzuki, drives like a Suzuki, and is an EV. It’s not an EV; it’s a new Suzuki that happens to be EV powered.”
Transitioning to EVs
Dale insists that Suzuki will remain true to its core principles even as it transitions to electric vehicles. “Suzuki is about shorter, neater, lighter, fewer, and not having form over function,” he explains. “For example, in the previous generation of Swift, we had the rear door handle in the pillar, which was awkward to use. It was elegantly designed but dysfunctional. We listened to customers and went back to a proper traditional door handle.”
Suzuki’s approach to EVs will follow the same philosophy. “With Suzuki, you’ll get a car that feels like a Suzuki, drives like a Suzuki, and is an EV,” Dale says. “For me, the fact that it’s powered by electric doesn’t need to change the feel, look, and promise of the brand. A lot of brands are looking at reinventing themselves and using the product to do it. It’s not an EV; it’s a new Suzuki that happens to be EV powered.”
Conclusion
As Suzuki transitions into the electric vehicle era, it remains committed to its heritage of fun driveability and customer-centric design. Dale Wyatt’s passion for his classic Cappuccino is a testament to Suzuki’s enduring appeal and the brand’s ability to blend the best of the past with the promise of the future.
What do you think of Suzuki’s approach to the EV transition? Share your thoughts in the comments below, and don’t forget to like, share, and subscribe for more motoring insights. Drive safe and enjoy the ride, whether you’re behind the wheel of a classic Cappuccino or a cutting-edge EV.
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My wife used to own a Capuccino and always regrets selling it. But those wheels look non standard.
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