Suzuki to stop racing?

[VladTepes]

According to this article, which reads:

Suzuki Will Stop Racing 'Temporarily'

Removal from MotoGP by End of This Year - and No Mention of Motorcycles in Suzuki's Mid-Term Management Plan

A Suzuki macine on the circuit of MotoGP
"Removal from MotoGP??," you ask.

"But hasn't Suzuki already pulled themselves out of WorldSBK??"
Yup, 100%; and the brand's struggle in motorcycle sales may have them pulling back even more before the year is out.

Being the smallest and most conservative racing team, Suzuki just hasn't had the pile of funds (nor the resources) to pull together more than one team for the circuit.

Now, a report from SuperBike Planet tells us that the removal is largely due to the manufacturer's financial state, cut by a fall in bike sales that's been going on for quite some time.

"...they just can't afford to go racing," shrugs the report.

A view of the Suzuki racing team set for 2022's iteration of MotoGP

"Since the global recession hit, and sales went in the tank, Suzuki has struggled to pay for anything which does not result in motorcycle sales."

"Suzuki's precarious financial situation has hit every single department at the manufacturer over the last five years."
...
Suzuki's successes in the past were largely due to the GSX-R, of which nearly every unit was sold until 2008. Since then, sales for the gixxer line have declined bit by bit, exacerbated by other brands' removal of the GSX-r's competition (Yammie's R6, and the Kawi ZX-6R) in the bid to build newer toys with better tech (Yammie's R7, Aprilia's Tuono and RS660).

To sum up, money from Suzuki's bike sales that purportedly fuelled the brand's racing budget is now crumbs compared to what it was. SuperbikePlanet points out a staggering 15% drop in motorcycle sales for Suzuki's 2021 fiscal year alone – afurther 10% drop is noted for 2020 before that, with no mention of motorcycles in the 'Mid-term Management Plan' for Suzuki's Annual Report.

Stay tuned for updates; the call-to-end racing for Suzuki (at least for MotoGP) has been labeled as 'temporary,' so it is also possible that Suzuki will be using the previous MotoGP budget to do something else – hopefully a big about-face, but we are yet to be privy to that information.

and Dorna's response


With the motoGP World Championship in 2020 with Rins 1st and Mir 3rd, Suzuki Ecstar has demonstrated the ability to compete at win at the highest level.
So the problem isn't there.

Of interest is the evident lack of financial resources to maintain a very expensive racing program.

And that lack of finances is due to an falling balance sheet with fewer Suzukis being sold over the last years.

This highlights what may of us on this forum have been saying - Suzuki needs to pull their fingers out and build bikes people WANT to ride.

The 'busa is all very well as a halo product, but there need to be more volume sellers.

Seriously the only 'new' bike they've come up with for years is the quite ordinary GSX-S 1000 (I was totally underwhelmed when I rode it)

THE ELEPHANT IN THE ROOM

So looking at  https://www.suzukimotorcycles.com.au/build-your-bike/range/ what have we got.

Hayabusa - lots of new tech but a niche product not a volume seller. Iterative rather than revolutionary.
GSX-R1000 a sports bike increasingly dated against newer offerings from other Japanese factories, particularly Kawasaki.
V-Strom - always been solid bikes but prices have been creeping upwards into the territory of many better / more prestigious options.
GSX-S 1000 range including the "Katana"
GSX-S 750.  Less of the same.
SV650  Really? We're still here are we?
GSX-S125 Less of everything
Boulevard M109R. Actually a good bike but like any Jap cruiser will never be 'cool', just capable and reliable.
Address110 scooter.  No. Just... no.  Not cool, not anything.

Offroad
Motocross - RM series.  I don't know but I don't think they are anything special. I get the impression Kawasaki and Honda own this segment these days.
Trail.  DR650, DR-Z400.   These haven't changed in decades other than the ridiculously high price, and the necessity for replacing the world's most uncomfortable seat and terrible front suspension with aftermarket bits. These need killing off and completely replacing.
Farm - Trojan. No idea what this is like but every cocky I know tends to run an old Honda not buy a new anything. And farm motorcycles are much less used now most farmers buy side by side quads.
Fun ATV - these guads are, I can assure you, nothing special. I'd buy a Honda 100% of the time if in this market - as does everyone else.
I get the impression Kawasaki and Honda own the offroad segment these days.

So when you look down that line-up it is pretty obvious to me (and ought to be blindingly apparent to Suzuki) is that it's "mostly shit".

HOW TO FIX IT

Put me in charge
I'd look at what OTHER motorcycle manufacturers are doing well in various segments and COPY that formula.

I'd Keep the Hayabusa, and perhaps offer a 'naked' version too. (but don't call it a B-King)
keep the boulevard (but update it). - see also Guzzi California and BMW R 18  (basically it can't even be seen as trying to compete with the shitbox Harleys)
Bring back the muscle bike but don't make it a retro - Ducati Diavel, Yamaha MT10 etc   
Create a PROPER touring bike - akin to BMW K1600, Kawasaki GTR1400, Yamaha FJR1300 and Honda VFR1200 (was so sad to see that go due to Euro5)
Dual sport (V-Strom)  - I'd be looking at the Triumph Tigers and Honda Africa Twin.
Sport BMW S1000RR, Kawaka Ninjas,
Street - Ducati Monster, Triumph Street Triple/speed triple, Kwaka Z supernaked,
Retro - nope they are a 'luxury' to be considered only when the core bikes that will make bulk profit are sorted.
Off road adventure- there's really a limited market for Suzuki here. I'd go back to the drawing board and design a bike of about 600cc that fits that offroad adventure niche, with a 'farm bike' options list available to fill that even smaller niche. So effectively one new bike to replace three old existing ancient models.  I'd call the new bike the DR-X or something like that :D

and lastly - electric.  Should Suzuki look at this?
Emphatically YES. However, the investment required is significant and with reward only in the long-term. They need to focus most $ on core business (ICE) but they should look at entering a strategic partnership with another manufacturer so they can begin acquiring the technology which will see the company into 2040 and beyond.   

[Eric GSX1400K3]

Heres my proposal: "GSX1600" naked,available in semi faired (aka Bandit) or fully faired (GS touring)
1 engine platform, air oil cooled, simple twin spar frame, double sided swing arm, rear dual coil overs, sorted efi and heaps of genuine accessories.

Sales blurb: "Based on the venerable GSX1400 of yesterday, the GSX1600 not only provides raw muscle nuke power  but comfortable no fuss touring in fully faired form,or id you prefe, semi naked for sport touring.  For the discernible buyers, a retro "old school" fully naked muscle bike is ready to rumble.  With plenty of power and mountains of torque, the next generation GSX can take you anywhere."

[Hooli]

Heres my proposal: "GSX1600" naked,available in semi faired (aka Bandit) or fully faired (GS touring)
1 engine platform, air oil cooled, simple twin spar frame, double sided swing arm, rear dual coil overs, sorted efi and heaps of genuine accessories.

Sales blurb: "Based on the venerable GSX1400 of yesterday, the GSX1600 not only provides raw muscle nuke power  but comfortable no fuss touring in fully faired form,or id you prefe, semi naked for sport touring.  For the discernible buyers, a retro "old school" fully naked muscle bike is ready to rumble.  With plenty of power and mountains of torque, the next generation GSX can take you anywhere."

That's unlikely for a start, it's near impossible to get oil/air cooled motors through emissions regs. Hence stuff like the water cooled heads on BMW GS etc, they need the stable combustion temps to control the burn well enough to pass.

[Eric GSX1400K3]

Heres my proposal: "GSX1600" naked,available in semi faired (aka Bandit) or fully faired (GS touring)
1 engine platform, air oil cooled, simple twin spar frame, double sided swing arm, rear dual coil overs, sorted efi and heaps of genuine accessories.

Sales blurb: "Based on the venerable GSX1400 of yesterday, the GSX1600 not only provides raw muscle nuke power  but comfortable no fuss touring in fully faired form,or id you prefe, semi naked for sport touring.  For the discernible buyers, a retro "old school" fully naked muscle bike is ready to rumble.  With plenty of power and mountains of torque, the next generation GSX can take you anywhere."

That's unlikely for a start, it's near impossible to get oil/air cooled motors through emissions regs. Hence stuff like the water cooled heads on BMW GS etc, they need the stable combustion temps to control the burn well enough to pass.

party pooper

[Batkwaka]

I think they dropped the ball with the new Katana. A bit more retro styling wise (finish the backend, refit the clip ons) and raid the latest engine power and suspension, then I think they would have had a winner.

[grog]

They just seem to miss the boat, bikes that could be so good but just lack the final touch. I tried a GSX1000, throttle so jerky it was just a pig, why let it out like that. Mate does some sort of motocross riding, told me no one has Suzuki mainly because they only brand without electric start, WTF, its 2022, not 1979. Future is dim i reckon.

[Eric GSX1400K3]

Will that bleak outlook be a silver lining for our 1402 prices? May become collectible after all....

[Mick_J]

What ever happened to the six Suzuki was promising a few years ago?

[Tony Nitrous]

Suzuki's problems aren't new.

Since around the time they declared bankruptcy in the huge US car market and shut down their dealerships there, their bike range has been stagnant, models dropped from sale, not being updated to meet Euro-5, no bikes that are "Class Leaders" etc.   A few weeks back their offices were raided as part of the on-going diesel emissions scam / fraud.

Suzuki don't seem to have the funds to play with new designs and they certainly don't want to get burnt again making odd ball bikes like the poor selling B-King.

Quitting MotoGP isn't really a surprise, the fact they returned was. Throwing a huge pile of money for 2 guys to do Sunday laps is not selling a questionable range of bikes in the showroom.

Suzuki is struggling and needs safe money in the bank, not a few $25k bikes gathering dust in showrooms like a new monster tourer or poor selling retro.  we only see our own markets but UK and AU are to retry insignificant for sales, the US is bigger but not dominant.  The biggest markets by far are China, India, Indonesia and Vietnam with other in the region growing too.

There's a limited time you can drag out their dated bike range and bikes like the GSXR750, DR650 etc are not being replaced. Last week I visited what was a big Suzuki dealership that I've had several bikes from. It now has a showroom full of Ducati's and KTM's, there were a few dated bikes in a side room.

As a long term Suzuki fan it's sad to see although folk have been commenting on it for many years.

I'm not smart enough to have any answers, but I'm sure if they get lynched over Diesel pollution fixing their problems are only going to deepen.

[Tony Nitrous]

For those that are interested.

10 years ago...

https://www.nbcnews.com/business/business-news/american-suzuki-files-bankruptcy-protection-flna1c6892834

.... then this....

https://europe.autonews.com/automakers/jeep-suzuki-models-found-have-broken-eu-emissions-rules

.... and now....

https://europe.autonews.com/automakers/suzuki-stellantis-offices-raided-diesel-rigging-probe


I'm sure that a global decline and across the market sales drops are part of it, but visit any other showroom and you see Ducati V4 Streetfighters, the H2 range, the popular MT-09 variants, the new Triumph 1200, plus KTM's, Aprillia's, even odd balls like the Niken all bucking the trend.

[Tony Nitrous]

Out of Endurance World Championship too.

https://www.visordown.com/news/racing/motogp/suzuki-finally-formalises-motogp-ewc-exit-reveals-reasons-quitting

[VladTepes]

Sigh.

[Eric GSX1400K3]

Shame

[grog]

Rumours of someone taking Suzuki bikes on in racing, hope thats correct. Moto GP has Red Bull throwing millions at KTM, Ducati has at least 10 bikes each race. Only bright light is Quarteraro, just because hes a freak, far away the best rider. No one else can make a Yamaha competitive, he can. Forgot Aprillia, their effort is top class.

[frenchgixxer]

Don't forget, and trying not to be too downbeat, but its not just suzuki who have pulled some old staples from their ranges, the 600cc, 750cc and 1000cc supersports, big tourers etc, all manufacturers have - certainly for europe at least. The latest euro 5 emission rules. If/when euro 6 comes out for bikes then its really game over, all they'll be selling will be dildo's here. Sadly the visceral attraction that motorbikes have always had for many won't save them, all that will be left, in effect, are gigantic scooters. The rest of the world may cling on but come 2030 in UK and 2035 in europe its electric everything - new bikes and cars at least. Enjoy whilst we can eh