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www.oakvillebeaver.com The Oakville Beaver, Wednesday February 13, 2008 - 25 Suzuki debuts all-new Equator Midsize Pickup Truck at 2008 Chicago Auto Show By Rob Beintema OAKVILLE BEAVER It's easy to see how the flash and dazzle of wild new concepts tends to dominate automotive show news. But when the smoke and mirrors fade and the prototypes are wheeled away, many of them never to be seen again, you might notice a few actual product changes to automotive lineups, both abroad and here in Canada. Like Suzuki's addition of a new pickup truck. Suzuki debuted its all-new 2009 Equator midsize pickup truck, actually pretty flashy in its own right, at the Chicago Auto Show on February 6. And even though the company has 40 years of 4X4 experience in all sizes of offroad vehicles, this is the first real pickup in the Suzuki lineup, not counting a small-boxed model of the diminutive LJ80s of the 1970s. The 2009 Equator is actually a re-badged, re-styled version of the new Nissan Frontier and it will be built at Nissan's North American production facility in Smyrna, Tennessee. Which begs one major question. Why? Well, Suzuki's strength in North America lies in its reputation as a manufacturer of offroad vehicles, motorcycles and ATV's. The company found that almost half of their motorcycle customers tended to own pickups. The percentage was even higher among ATV customers. So, it only made sense to leverage their customers brand loyalty and offer their own cross-divisional product, a mid-size pickup capable of transporting those Suzuki dirt bikes and ATV's. "Suzuki continues to grow its brand recognition targeting life enthusiasts, and we feel this new pickup meets their needs," said Seiichi Maruyama, President Suzuki Canada. "Pickup buyers in Canada are a good fit for Suzuki since they're more likely to participate in lifestyle-oriented activities. Plus the Canadian market has a high concentration of tradesman who find mid size pick ups well suited to their businesses. The Equator provides Suzuki with an opportunity to build a connection with this new group." It also allows Suzuki to debut a new product without going through the expensive research, development and manufacturing process. One might also wonder then, why Nissan would allow this, parceling out a pickup under a different brand name and further diluting their own sales? Especially as other competitors, like Isuzu, are giving up and quitting the field. Well, I'm guessing Nissan North America may not like it but it's probably on orders from head office in Japan. As Suzuki sheds ties with GM, it has increased cooperative efforts with Nissan, building products for Nissan in India, and manufacturing minicars for Nissan in Japan and Europe while Nissan responds with a minivan for Suzuki Japan. And also, tit for tat, now building a new North American pickup for Suzuki. To introduce the Equator, Suzuki unveiled three custom-built, different treatments of the new Equator - an RMZ-4 concept for offroad enthusiasts, the Quad concept for outdoor adventurers and the Quay concept for boating and watersports aficionados. Equator RMZ-4 The RMZ-4 concept, designed and painted in blue and yellow to match Suzuki's performance-oriented motocross motorcycles, features a number of exterior modifications, including a bed extender, an eye-catching graphic treatment, 18-inch black chrome wheels and specialty Luzlab headlights. The truck's striking exterior is matched by a stunning sound system that includes an Alpine HD-Radio unit connected to Rockford Fosgate amp and speaker components. Equator Quay The Quay concept was built to suit recreational boating and watersports lifestyles, with a customized paint job that reflects the look of Suzuki's line of marine engines. With an Extended Cab, long bed and hefty 6500 lb towing capabilities, the truck also is equipped with a state-of-the-art Visteon nav-control head unit that provides satellite radio, MP3 and navigation capabilities, in addition to Rockford Fosgate amp and speaker components. The Quay also sports special 20-inch wheels and a matching locking hard tonneau cover. Equator Quad The Equator Quad concept, built to resemble the Suzuki QuadRunner ATV, comes outfitted with a Crew Cab and military "look and feel." In addition to a custom paint job and a two-and-a-half inch front end lift, the exterior of the truck has been modified with a set of 500 series fog lamps, a safari-style front bumper, front skid plate and tubular rocker Continued on Page 26 At the Chicago Auto Show, Gene Brown, VP of Marketing for Suzuki, unveils the RMZ-4, one of three concepts hinting at the upcoming Suzuki Equator pickup truck destined for Canada later this year. OFFERS LIKE THIS DON'T COME ALONG OFTEN, SO MAKE A RESOLUTION TO VISIT VOLVO OF OAKVILLE BEFORE ITS TOO LATE VOLVO OF OAKVILLE 770 Pacific Road, Oakville (905) 825-8088 www.volvoofoakville.com *Limited time offers through Volvo of Oakville and Volvo Car Financial Canada on approved credit to qualified retail customers only. Vehicles may not be exactly as shown. Offers available on a 2008 model year XC70 A/XC90 3.2 AWD 5 seat A/C30 2.4i M; $538.44/$598.66/$346.16 per month; 48/48/48 month term with $3,100/$3,200/$0 down, $650/$700/$0 security. $0 first month payment applicable to the C30 offer only. Taxes, up to $1,995 freight and PDI and up to $54.55 PPSA are due at lease inception. Lease APR 1.90%/0.90%/2.75%. Total lease obligation $25,845.12/$28,735.68/$16,269.52 taxes, license, insurance, and Volvo of Oakville charges are extra (duties on new tires applicable in Quebec only). Lease has a 80,000 km allowance ($0.16 per km on excess). Payment and security deposit may vary by choice of extra equipment. Purchase at end of lease for $19,945.80/$20,276.10/$13,105.40 plus taxes. Offers subject to availability. Offers end February 29, 2008. Volvo of Oakville may lease for less. Some terms/conditions apply. See Volvo of Oakville for full details. ©2008 Volvo Cars of Canada Corp. "Volvo for life" is a registered trademark used under license by Volvo Cars of Canada Corp. Always remember to wear your seat belt. Visit www.volvoofoakville.com