Suzuki aims to focus on small, compact, light, beautiful cars in Vietnam

The company is also committed to expanding its dealership network to retain loyal customers.

Leading this new strategy is the all-new Suzuki Fronx, the first model to embody the automaker’s renewed philosophy.

Recently unveiled in Vietnam, the Fronx is more than just a new addition to Suzuki’s lineup. It marks a pivotal step in the Japanese brand’s repositioning efforts within the Vietnamese market.

For years, Suzuki has been recognized for its practical and reliable vehicles.

However, the automaker now sees a need to evolve to meet the growing expectations of Vietnamese customers.

During its 30th anniversary celebration, Suzuki Vietnam emphasized its strategy focusing on ‘small, compact, light, short, and beautiful’ models.

The Fronx represents the first step in this ambitious journey.

By choosing the fast-growing urban SUV segment, Suzuki expects to target younger, more dynamic customers.

One of the car’s standout features is its distinctive coupe-style design – unique in its class.

Besides, Suzuki Vietnam is working to enhance its aftersales service, an area that previously lagged behind competitors.

The brand aims to reach as many customers as possible and improve overall sales.

“We plan to open three to four new authorized dealerships nationwide by 2026,” a Suzuki Vietnam representative said.

“We want customers to feel confident not only when purchasing a car, but throughout the ownership experience.”

Suzuki Vietnam also acknowledged the growing importance of electrification.

While the company has showcased the fully electric eVitara SUV, its official launch remains under consideration as part of Suzuki’s long-term roadmap.

For now, Suzuki’s focus is on hybrid technology.

The company already offered hybrid variants such as the XL7 Hybrid and the New Swift Hybrid, and two versions of the Fronx, the GLX and GLX Plus, which are expected to play a central role in Suzuki’s sustainable growth strategy.

Fronx sales ambition: 2,500 units in 2026

“Fronx embodies the most modern design and advanced technologies ever seen in a Suzuki model sold in Vietnam,” a representative from the automaker said.

“Despite its price tag of VND520 million - VND649 million (US$19,730 - $24,620), slightly above consumer expectations, Suzuki remains confident in the Fronx’s appeal,” the representative said.

The top-tier GLX Plus variant comes equipped with a hybrid engine, Suzuki Safety Support system, six airbags, a 360-degree camera, and automatic LED headlights.

“It wouldn’t be fair to judge the Fronx’s value based solely on the highest-priced model,” the representative stated.

“Once customers experience it firsthand, they’ll recognize its true worth.”

Suzuki positions the Fronx for buyers around 30 years old – young professionals or small families purchasing their first car.

These consumers prioritize flexibility, fuel efficiency, and modern styling.

The Fronx’s compact dimensions and 4.8-meter turning radius make it ideal for crowded urban environments like Hanoi and Ho Chi Minh City, while its cleverly designed interior still provides generous space for families with one or two children.

Staying true to Suzuki’s heritage of ‘small, light, and durable’ engineering, the Fronx features a 1.5L engine paired with a six-speed automatic transmission, delivering 99 horsepower and 135Nm of torque – sufficient for city driving with impressive fuel economy.

The mild-hybrid version promises even greater efficiency.

Meanwhile, the entry-level GL variant caters to small business owners and transport services, offering a comfortable second-row space suited for long drives.

To attract early buyers, Suzuki Vietnam is offering promotional maintenance packages: a four-year plan worth VND25 million ($950) for the GLX Plus, and a three-year plan worth VND20 million ($760) for the GLX.

“With these efforts, our sales target is 2,500 Fronx units nationwide next year,” the representative said.