On September 22, 2025, Suzuki Motor Corporation made an important announcement. The company revealed that it will be updating the emblem design used on its products for the first time in 22 years and adopting a new corporate slogan, “By Your Side.” This change marks an important milestone for Suzuki, symbolizing its new challenges in the digital age while maintaining the values it has held since its founding.
Features and design concept of the new emblem
Adoption of flat design
The most notable feature of the new emblem is its adoption of a flat design that is suited to the digital age . The previous three-dimensional design has been changed to a flat design that gives a simple, modern impression. This change is expected to improve visibility in digital media and build a brand image that is more familiar to younger generations.
Inheriting the traditional “S” outline
Despite the changes, the new emblem retains the outline of the ” S ,” the symbol of Suzuki’s CI. This expresses the basic philosophy of “putting ourselves in the customer’s shoes,” which Suzuki has cherished since its founding. By balancing tradition and innovation, the new emblem is able to both consider existing customers and appeal to new ones.
Environmentally friendly: From chrome plating to high-brightness silver paint
The change from the traditional chrome-plated finish to a high-gloss silver paint job is more than just a design change. This change:
- Reduced environmental impact : Reduction of hazardous substances used in the chrome plating process
- Improving sustainability : Enabling environmentally friendly manufacturing processes
- Adapting to a new era : Meeting the needs of environmentally conscious consumers
The meaning of the new corporate slogan “By Your Side”
Expressing a close relationship with customers
The slogan ” By Your Side ” expresses Suzuki’s strong determination to continue moving forward together with its customers. It can be said to be a modern version of the philosophy of “putting ourselves in the customer’s shoes” that the company has upheld since its founding.
The role of automobiles as a part of daily life infrastructure
Suzuki sees automobiles not simply as a means of transportation, but as “infrastructure mobility closely linked to daily life .” This approach is consistent with the company’s strategy, which has enabled it to build a strong position, particularly in the minicar market.
Industry impact and market significance
Strengthening our competitive advantage in the minicar market
Suzuki occupies an important position in the Japanese minicar market, and the new emblem and slogan are expected to have the following effects:
- Increased brand awareness : Creating a more modern and approachable image
- Strengthening appeal to younger generations : Addressing the digital native generation
- Addressing environmental awareness : Showcasing our commitment to contributing to a sustainable society
Unveiled at Japan Mobility Show 2025
The new emblem will be unveiled sequentially, starting with concept models at the Japan Mobility Show 2025. This is one of Japan’s largest mobility events, and will be a great opportunity to attract attention from both within Japan and overseas.
President Toshihiro Suzuki’s vision and future prospects
President and CEO Toshihiro Suzuki commented on the thoughts behind the new emblem:
“The new emblem embodies Suzuki’s attitude of ‘putting ourselves in the customer’s shoes to create valuable products,’ which we have always valued, as well as our determination to take on new challenges in the coming era.”
This statement shows the company’s strong determination to adapt to a new era while maintaining its traditional values.
The significance of brand renewal in the automotive industry
Responding to digital transformation
The automotive industry has been rapidly adopting digital technology in recent years. Suzuki’s new emblem is an important step in keeping up with this change. By adopting a flat design:
- Increased visibility in digital advertising
- Strengthening the spread of information on social media
- Improving brand recognition through online sales channels
Responding to growing environmental awareness
The change from chrome plating to high-brightness silver paint is Suzuki’s clear response to growing environmental awareness, which may also be appreciated from an ESG investment perspective.
Impact on consumers and expected effects
Consideration for existing customers
By retaining the outline of the “S,” Suzuki has not forgotten to consider longtime fans of the brand. By maintaining the continuity of the brand, it is a well-balanced strategy that aims to attract new customers while preventing the alienation of existing customers.
Developing new customer segments
The new, more modern and friendly design is expected to appeal to the following customer segments:
- Younger generations : Digital native generation
- Environmentally Conscious Consumers : Those Who Place Importance on Sustainability
- Urban dwellers : People who prefer stylish designs
Strategy to differentiate from competitors
Unique positioning
The slogan “By Your Side” positions the company differently from other automakers, clearly demonstrating the company’s emphasis on emotional connection with customers, rather than simply highlighting performance and technological prowess.
Dominance in the minicar market
Suzuki has established a strong position in the minicar market, and the new brand strategy is expected to further differentiate the company.
Future developments and points to watch
Attention at Japan Mobility Show 2025
A concept model featuring the new emblem is scheduled to be unveiled at the 2025 Tokyo Motor Show (Japan Mobility Show). The reaction at the event will be an important indicator of the success of the new brand strategy.
Impact on product deployment
The adoption of the new emblem will result in the following changes:
- Adoption in new vehicles : Applying to new models from 2025 onwards
- Updates to existing vehicles : Changes made in line with minor changes
- Retail rollout : Update store design and marketing materials
Summary: Suzuki’s Challenge for a New Era
Suzuki’s first emblem update in 22 years has strategic significance beyond a simple design change. Under the corporate slogan “By Your Side,” the company has clearly indicated the following policies:
- Continuing tradition : Maintaining the “customer first” philosophy since our founding
- Fit for the future : modern design for the digital age
- Environmental considerations : realizing sustainable manufacturing processes
- Coexistence with customers : Providing mobility as a part of daily life infrastructure
This change signals Suzuki’s preparations for the next stage of growth. With its unveiling at Japan Mobility Show 2025, attention will be focused on how the new Suzuki brand will be received by consumers.
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