“Kizashi”, the name of Suzuki’s first and last home-made mid-size sedan, translates to “something great is coming”. In a rare example of truth in nomenclature, the Kizashi proved to be an eminently capable mid-size sedan, Suzuki managing to hit one out of the park on its first attempt. Alas, it proved all too difficult for Suzuki to convince buyers to take a chance on a mid-size sedan with a Suzuki badge.
The Suzuki Verona had given buyers – at least those in the US – the chance to get used to this unfamiliar concept. But like the Reno and Forenza and the Canada-only Swift+, the Verona was merely a Daewoo given to Suzuki dealers by General Motors to help fill out their showrooms. Although charming in some respects, like its inline six engine and Italian styling, the Verona sunk without a trace.
The Kizashi concepts
After being teased endlessly at auto shows (with three different concepts), Suzuki finally brought their mid-size sedan to market in 2009. Although there had been rumors it’d use the GM Epsilon platform (it didn’t) and that it would be built in the US (it wasn’t), the Kizashi proved to be a Japanese-developed, Japanese-built affair that owed nothing to GM.
With a total length of 183.1 inches and a wheelbase of 106.3 inches, it was almost identical in dimensions to the outgoing first-generation Mazda6 although it measured 1.6 inches wider. This meant it was small for its class, even by European standards; top sellers in Europe like the Ford Mondeo were larger overall and mid-size stalwarts in North America like the Toyota Camry were larger still.
When the Kizashi launched, Suzuki was in the process of extricating itself from GM. At the start of the car’s development, GM had a 3% stake in Suzuki, down from the 20% it held from 2000 until 2005. In 2008, they divested entirely. GM had initially offered Suzuki the use of its 3.6 High Feature V6 for high-spec versions of the Kizashi but rescinded. In 2010, Volkswagen bought a 20% stake in Suzuki and there were tentative plans to use one of their engines for the Kizashi. That partnership proved to be utterly disastrous, ending less than two years later in arbitration proceedings. Rumored diesel and hybrid versions never eventuated, nor did a proposed crossover wagon in the vein of the Kizashi 1 concept. Only the 2.4 four-cylinder would ever reside under the hood of the sedan-only Kizashi, even in the all-wheel-drive Sport variant.
Fortunately, the 2.4 had a class-competitive 180 hp at 6500 rpm and 170 ft-lbs at 4000 rpm and, even in all-wheel-drive form, the Kizashi could hit 0-60 in under 9 seconds (FWD models, being 150 pounds lighter, hit it in just under 8). The all-wheel-drive system, dubbed i-AWD, was impressive. Under acceleration, up to 50% of torque could be sent to the rear wheels.
AWD models were also lowered slightly and received paddle shifters – sadly, the six-speed manual was only available with front-wheel-drive. Much as critics had concurred the front-wheel-drive model was fun-to-drive, so too did critics find the all-wheel-drive model a delight to steer. A common refrain was that this chassis could so easily handle more power and that it was so disappointing the all-wheel-drive models didn’t have any increase in power or torque. This meant sport-trimmed AWD models were actually the slowest in the range. Still, the availability of AWD was a relatively, if not entirely, unique selling point for the Kizashi. It further enhanced the Kizashi’s status as an auto journalist’s favorite, in the same category as cars like the Mazda6.
When I was shopping for a new car in 2016, I test drove a used Kizashi. The owner tossed me the keys and told me to bring it back in one piece so I drove – rather enthusiastically, I might add – around her neighbourhood. The 2.4 four-cylinder under the hood was lusty and sounded great for a four-banger. The CVT seemed not to have any of the dreaded droning characteristics I’d expected from it. The interior was well constructed from pleasant materials and the dash had a simple, user-friendly design. The steering was well-weighted and had plenty of feel and the handling was nimble – this was a fun-to-drive sedan, just like all the critics had said.
Why didn’t I pull the trigger? My example was a base model XL and it was missing features I wanted like parking sensors, although it was otherwise well-equipped with six airbags, keyless start, and an audio system with a USB outlet. Unfortunately, there were no higher-spec models in my area and my price range. But there was another issue I had with the Kizashi. Although it had tidy handling for a mid-size sedan, the Kizashi had a slightly springy feeling to its ride, always feeling just a touch unsettled. It was enough to deter me but given the glowing praise heaped upon this car by American and Australian journalists, it may have been an issue with the one I test drove.
There was one last, minor issue I had with the Kizashi. Though not a deal-breaker, I found the Kizashi’s styling off-putting. The Kizashi 3 concept had looked hunkered down and aggressive but in production form the Kizashi was anything but. The styling, in my eyes, resembled a slightly larger, melted Volkswagen Jetta from the same time period. The bulging trunk lid was the worst design element by far. It was a strange melange of bland and awkward although, with larger wheels and the right paint color, the Kizashi could look smart. Still, Suzuki might’ve been wise to give the Kizashi some more visual drama if they wanted it to stand out in a cutthroat segment.
Perhaps the greatest impediment to the Kizashi, however, was Suzuki’s smaller dealer network in markets like the US. The automaker was struggling there, a bad omen for the Kizashi that had been developed with the US market in mind. Suzuki withdrawing from the US market in 2012 was what likely spelled the end of the Kizashi, the car finally being withdrawn from its remaining markets in 2016. Sales had never cracked 10,000 annual units during the Kizashi’s truncated run in the crucial US market, meaning it was outsold 4-to-1 by the Mazda6. Even the dated, moribund Mitsubishi Galant sold in almost double the Kizashi’s numbers. That must have stung Suzuki, who had spent an untold amount of money developing the Kizashi. European sales were even worse.
Although the Kizashi had met the design brief in terms of dynamic ability, its sub-Camry dimensions hindered it in North America while its lack of a diesel or wagon variant hampered it in Europe. Relatively anonymous styling and buyers’ unfamiliarity with a large Suzuki were the final nails in the coffin. Suzuki’s Australian Managing Director Masaaki Kato went so far as to call the Kizashi a “headache” and an “unlucky car” in 2013, blaming the car’s launch during the Global Financial Crisis for its ensuing lack of success. The Kizashi even failed to make an impact in Suzuki’s largest market, India, which accounts for just over half of all global sales.
Though it never received the V6 it deserved or the hybrid or diesel versions that could have helped it, the Kizashi was a frankly astonishing first-time effort for Suzuki. In one attempt, they had developed a well-built, fun-to-drive Mazda6 rival. A pity nobody outside of the buff rags cared.
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I drive by one of these on a regular basis that I’ve been meaning to photograph and write about but I guess you beat me to it 🙂
I remember when the Kizashi was first released and thinking it was actually the first truly competitive and interesting Suzuki in over a decade, which it was. Sadly, after its initial hype, it just kind of slipped through the cracks, soon outclassed by competitors.
It was certainly an attractive vehicle, but I think its Suzuki badge hurt it more than anything. Had this been say, a Toyota, I think we would’ve seen them all over the place.
Consider it revenge for writing up the third-gen Infiniti Q45 before I could 😉
Here in Florida, I only saw them with rental car bar codes on the window. I did find them very attractive.
Same here. The only time I recall seeing one in the wild was in Orlando.
It’s a shame they went ahead with the sedan rather than the 5-door; they were selling AWD SX4 hatchbacks in fair numbers up north, it would’ve been a logical step up in a less crowded segment, as well as being less awkward-looking.
I guess India wanted sedans, though.
Nice review of an interesting car. I never did get a chance to drive one but sitting in it at the auto show reminded me very strongly of the referenced MkV VW Jetta both in looks and market position. That’s a good thing in my book, that generation of Jetta was VW’s best effort in the US. Like the VW, the Kizashi was more premium feeling than its intended class, but the bonus of an AWD option was negated by the lack of a more powerful engine. I’m leary of early CVTs as well, justified or not. I think it probably deserved to sell far more than it did, but as the Mazda6 has shown it is hard to break into the segment with something a bit different.
CVT, rare model with questionable parts availability going forward = this one’s a stinker. Kind of cool to see in traffic, makes you wonder if the person driving it has any idea of the oddball status of their car. Most of the time I suspect they just bought it at a used car lot, and are at most aware that it has AWD (if so configured).
@ William: totally agree with everything you said, one could not summarize this any better. I have only ever seen one curbside Kizashi here in Austria, most people did not even know it existed but then Suzuki’s dealers here are useless, the cars appear to sell themselves based on their reputation in specific segments and where the Kizashi was, was not one of them. When I started to look for a car to buy in late 2015 the Suzuki was vaguely at the back of my mind but I never gave it serious thought – I DID go to Suzuki but the intention was to test drive a Swift Sport (impossible, as there was not a single demonstrator available in the country. Did I say Suzuki dealers here are useless?). There was no Kizashi at the showroom and even if there were, the thought of buying a very rare car which would be difficult to sell and obtain spares for would have put the kibosh on any purchase.
But good used ones (if you can find them) are a bargain for those who are brave, I had a look at the equivalent of Craigslist here and both are advertised for less than EUR 10K… Both 4WD.
I drove a few in rental fleets when they first came out. Interesting, pleasant car. Felt springy to me too, like the rear spring rates were over the top and out of sync with the fronts. This on new ones. I don’t think we ever got the FWD version in the US. Might be mistaken. Styling is 95% there for me, but 5% off-putting and, agreed, all to do with the trunk lid and too-tall rear end. Someone drove one of these (Road and Track?) across Russia in a publicity stunt when new.
The license plate light bulbs are a major PITA to replace. You have to disassemble the trunk lid liner and a few other things, take out this cartridge thing, then fish the festoon bulbs out and replace them in a tiny space while not being able to line them up. Madness. Last one I did took me 20 minutes!
I completely forgot about this car! We never got them in the Caribbean to my knowledge, and even so, the Grand Vitara would have outsold it by miles. As someone said earlier, people don’t equate Suzuki with ‘big’ cars, only small ones.
I remember concluding (wrongly, it appears) that this was a rework of a GM platform and kind of dismissed it. And in 2009, nothing was selling, particularly nothing with any GM connection.
Suzuki’s timing was absolutely horrible – Edsel like. If the car had introduced into a stronger market it might have gotten some traction. But trying to break into a new (and highly competitive) segment during the worst recession since the 1930s was a recipe for failure.
It would be great for bargain shoppers like me, but the days of driving a relatively simple orphan are gone. These are a lot more complex than a Lark or a Gremlin.
I walked past a small Suzuki dealer frequently when I lived in Brooklyn, and I absolutely loved the Kizashi when it came out. I stopped on more than one occasion to pour over one or another of the new ones on the lot, which was basically the sidewalk in the case of this tiny little dealer. I was not in the market at the time, as….well…the whole living in Brooklyn thing, but had I been I would have likely gravitated toward one of these as a top contender. I’d likely be interested in one as a used car, but they’re so few and far between that it’s probably not in the cards. My family has had some very positive experience with Suzukis, all of it back in the 80’s and 90’s with a Samurai and a Geo Tracker. I had not been aware that the Verona and its contemporaries were Daewoo products under the skin, and would probably not have even given them a glance knowing that, but I’d gladly have given a full-fledged Suzuki product a a shot. I respectfully disagree with William’s take on the styling, as I thought it was a very upscale-looking car, but yes, I do see the problem with the size, which just didn’t seem to fit in as either midsize or compact in comparison to most of what it competed with. I still think it’s a very attractive design.
I always liked these cars and was sad when the company announced their decision to pull out of the American market. If I remember correctly, these were priced similar to the mid size sedans of the day, which turned a lot of people off, as the Kizashi was significantly smaller than an Accord or Camry.
And Chemist is just another word for Pharmacist, right? Kind of a weird name for a chain of stores. “Discount Pharmacy” would sound just as strange. I assume its something akin to a CVS, Rite Aid, or Walgreens?
There are like three major discount pharmacy chains in Queensland: Chemist Warehouse, Pharmacy Discount Warehouse, and this one.
We tend to say “chemist” instead of pharmacy. And yeah, they’re like a CVS or Walgreens except without any groceries or booze. Also, our Targets and other department stores don’t have groceries or booze either.
Suzuki line up has gotten better since it left the US. The new Jimny mini-Jeep (or mini G-wagen) seems likely to be successful if Suzuki uses it to re-enter the US market.
They can’t keep up with Jimny demand already, it’s selling like hotcakes. People seem to still be interested in a real off-roader
Sad to say, the current US regulatory space (safety, foot-print based MPG) would never allow it. I’ve always argued for someone to come in and undercut the Wrangler on size and price, but our regulatory landscape makes that a tough business case.
Speaking of Jimnys, here’s an old Samurai on tractor tires my friends keep at their cabin. Lovely little beast.
These must all be hanging out with the Kia Stinger GT’s somewhere; wherever that is, it’s not on any a curbside, parking lot or roadway I ever pass by. By virtue of scarcity, a definite future CC.
I’ve seen a few Stingers in Erie, PA. Not sure if they sell better here than elsewhere or if I’m just noticing them because I like the way they look. Not sure if they’re the GT, either. It probably helps that there’s no Infiniti or Lexus dealer within 1.5 hours of Erie.
As for the Kizashi, I have seen one used for driver’s ed around here. Even two years ago, Suzuki cars (mostly SX4’s) were a common sight here, but not anymore.
That is sad. I liked this car. I think the main trouble was that there was a huge lack of Suzuki dealers in the USA. I cannot remember if there was one in Maryland or not. It certainly was not one near me.
I think the first time I saw one of these was at the local Carmax lot.
I think if Suzuki had more dealerships in the USA, they might have succeeded better.
Nice review of an interesting car. Unlike you, I find the styling to be its strong suit, and the places where it bulges being the best parts. It does sort of remind of a Jetta but in a way that only enhances the positive aspects of that car; a Jetta merely wishes it could let its hair down and pop out its booty like this one does…I wonder if it claps? 🙂
I still see a couple around these parts (just like anything with AWD), but to really succeed it would have needed either a turbo, a wagon shape, or a different badge. Too little, too late, unfortunately, anyone looking for this likely ended up in a Subaru Impreza or Legacy sedan.
Now every time I see one of these – which I imagine will be often because of the CC writing effect, as I’m still noticing Jag X-Types all over the damn place after I wrote them up – I’m going to think of these as booty-clapping Jettas. Ha!
Maybe that’s the attraction, having owned an X-Type I thought it looked good but some think it has some “swollen” bits on it as well… Baby could clap, too!
[Car] ass man, confirmed.
Neither the styling nor the name did this car any favours.
Kizashi!
Gesundheit.
Indeed
IIRC, at one point Road & Track had an article on an AWD Kizashi they’d had fitted with some aftermarket tweaks.
If I’d been in the market for a car when the Kizashi was offered in the United States, it would have been on the shortlist. The fact that it was a little smaller than other cars in that segment was a plus, in my book.
I saw this one a few months ago in Seattle’s Ballard neighborhood:
https://www.flickr.com/photos/12119356@N00/sets/72157697592697915
These never brought my attention when they were new, but then I was a happy Honda owner at the time. I did consider a used Esteem wagon a number of years ago. If the Esteem hatchback in your article from several years ago had been available in the US, it might have had a better chance in 98, against the Civic that eventually won my patronage.
A friend of mine had one and liked it but no longer has it traded for a PHEV Outlander, it certainly didnt deserve the awfull high feature V6.
I saw two Veronas today – still no Kizashis.
I was lucky to find a Kizashi at half its original asking price new in 2014 languishing at a Dodge Lot after Suzuki closed there store in 2013. I always thought the car looked like an Alfa and fell in love with it first sight. I decided to use it for Car Shows and Show and Shines. It amazes me how few people knew the Car even existed in North America. It always draws interest at the Car Shows based on its rareness and Italian like styling. If you can find one grab it you’ll be amazed at the attention it garnishes.