BREA, CA: American Suzuki Motor Corporation is teaming with Reebok to promote Suzuki's XL-7 SUV and the brand as a whole.
Suzuki's XL-7 will serve as the official vehicle of the Reebok Mobile Tour, a series of more than 250 running and walking events extending through November. Four XL-7s will appear at Reebok-sponsored events across the country.
Suzuki is handling national media outreach to spotlight its tour involvement, while Reebok works on local press relations, explained Ginger Golembiewski, senior PR administrator for American Suzuki. Suzuki is working with its regular PR agency, Paine PR, on the new project.
"We want to align with a recognized partner that already has a strong brand," Golembiewski said of the Reebok link. PR efforts will target younger consumers and the "young at heart" who take part in marathons and other running events, she added.
Suzuki has created a new website, www.suzukiauto.com/ roadmusic, as part of its PR efforts. Consumers can visit the site to hear music and win prizes. Those visiting the vehicles on the tour will get cards directing them to the site and the opportunity to test drive a Suzuki vehicle in exchange for a $25 Target gift card.
American Suzuki is trying to increase US sales as part of a growth plan that includes introducing six new models over four years.
The company aims to sell 200,000 cars a year in the US by 2007, compared with the 58,438 it sold last year. Sales are up 21% through April this year, thanks to two new models - the Forenza compact and the Verona sedan. Sales of the XL-7 were down 13% through April.