Suzuki: Everyone wants the rustic Jimny
AUTO-TREND With the new Jimny, Suzuki has got itself into a luxury problem. The off-roader is sold out thanks to its retro charm. Anyone who orders their car in Switzerland today will get it in 18 months. As a result of the shortage, the small all-wheel-drive Japanese has already become an object of speculation in Germany and is being sold on sales platforms for up to 5000 euros over [...]
As a result of the scarcity, the small all-wheel-drive Japanese has already become an object of speculation in Germany and is traded on sales platforms up to 5000 euros above the list price.
Jürg Naef, responsible for marketing and public relations at Suzuki Automobile AG Switzerland: "We've heard about that, too. In Switzerland, everything has been going quite normally so far, except for the fact that we have too few vehicles. When the LJ 80 was launched in 1981, it was in great demand, especially among hunters, foresters and farmers. There was a similar rush, in a short time we had almost 3000 orders. Now we've been joined by a group that values lifestyle above all."
Welcome counterpoint in the market
Is this phenomenon solely due to the new design? Yes, but not alone either. And yet, for many of its fans, the Jimny's angular and unpretentious basic shape apparently provides a welcome counterpoint to the either rounded or overly complex designs of the competition. Posing next to a Land Rover Defender, it could easily be its newborn.
Unique position in the all-wheel drive segment
But the Jimny is true to itself not only in its external appearance, but also in its dimensions. It can easily fit into almost any parking space. Success factor number three is its unique position in the segment: The Russian Lada 4×4 (ex-Niva) is something for penny-pinchers, but a technical anachronism. There are no more serious competitors. The Jimny should remain as it is. Angular, crisp, consistent.
