The move to Florida has been sweet for Suzuki Marine.
By Ron Ballanti
It was back in November 2020 that Suzuki Motor of America, Inc. first announced its bold plan to establish a new marine business separate from the Motorcycle Division and relocate the newly established Suzuki Marine USA, Inc. from Southern California to Tampa, Fla.
This news was preceded in March 2020 by an announcement that Suzuki Marine USA had purchased a 20-acre waterfront property in Panama City, Fla., on which to develop its new U.S. Technical Center. Once completed, this facility would become the center of research, testing and innovation for Suzuki outboard motors, not only for the U.S., but for the whole world.
In the three years since Suzuki Marine became a Florida-based marine company, it has achieved many important milestones, and has forged a foundation for continued success and growth in the years ahead. Here are some highlights:
New Headquarters
Many of the key people at Suzuki Marine made the cross-country move to help establish the new company in Florida. Not surprisingly, many could not, and as a result, Suzuki Marine mined both inside and outside of the boating industry to acquire some of the best talent available.
In addition to staffing the company headquarters, Suzuki Marine USA also hired some of the best testing/technical people to run the new U.S. Marine Technical Center as construction was being completed. In just the past year, Suzuki Marine USA has added more than 50 people to its team, reflecting the company’s overall growth and laying the foundation for continued expansion in the future.
Test Center Grand Opening
May 2023 marked completion and the Grand Opening for Suzuki Marine’s U.S. Technical Center in Panama City. The final development of this 20-acre waterfront property includes a 9,037-square-feet main building with office space, conference rooms, technical service bays, inside boat storage and other important facilities.
Other important amenities of the property include additional buildings, boat storage, a private launch ramp with docks and a 300-foot protective seawall. This facility will be used to work with boatbuilders and thousands of Suzuki dealers across America and will also be a resource for the Suzuki factory to create and refine the outboards of the future.
The Grand Opening event brought together Suzuki Marine USA Staff, dealers, boatbuilding partners, local dignitaries, Suzuki Motor Corporation VIPs from Japan, and members of the boating press.
Record Sales Growth and Market Expansion
Over this three-year period, Suzuki Marine USA has enjoyed record sales growth and a marked increase in market share.
Additionally, Suzuki’s national dealer network and boatbuilder business continue to grow as the company attracts new partners with a combination of advanced outboard motors, a five-year limited factory warranty, and innovative programs that make Suzuki an easy company to do business with. These include a variety of incentives such as Free Dealer Setup and Free Dealer Perks to help get new dealer businesses up and running, and Suzuki Marine’s online dealer portal and real-time inventory ordering system to keep things running smoothly.
EcoFuel Run to Washington, DC
Suzuki Marine might not be the only outboard manufacturer supporting the National Marine Manufacturers Association’s initiative to educate and inform the industry, policymakers and the boating public about alternative fuels.
Only Suzuki Marine, however, drove the point home by running a 26-foot center console boat by water from Florida to Washington DC — a distance of 940 miles — using only a new sustainable marine fuel from VP Racing.
During this voyage, Suzuki visited dealers along the way to promote these new fuels and their practical use for marine engines. Once the boat arrived in the nation’s capital, it was showcased during the 2023 American Boating Congress (ABC) to highlight the benefits of new fuel technology to government decision makers.
Tampa Bay Buccaneers Partnership
Suzuki Marine USA has fully embraced its sponsorship of hometown NFL team the Tampa Bay Buccaneers, announcing in September 2023 a multiyear agreement to become a “Pewter Partner,” the team’s highest partnership level. This includes the creation of a new Suzuki Marine Gate, one of only four entry points into 75,000-seat Raymond James Stadium.
Suzuki Marine and its ongoing Clean Ocean Project will be highlighted throughout the property, helping to promote the Suzuki brand, environmental awareness, and the family fun of boating to a vast and diverse audience — many of whom are not (yet) boat owners.
Clean Ocean Project
Suzuki Marine plans to use its partnership with the Tampa Bay Buccaneers to educate and inform a broad new audience about the need to protect our precious beaches, coastlines and marine life.
Using the marketing and outreach power of the NFL and the Bucs organization, Suzuki Marine is working on larger and more impactful beach and coastal clean-up events by enlisting the help of partners and the public.
Suzuki Marine is also finding new ways to reduce the use of plastic and reduce waste in its products, parts, and shipping, promote recycling and create alternatives to single-use plastic beverage containers both within the company and at boat shows and industry events.
Contact: Suzuki Marine, www.suzukimarine.com
