Thai Suzuki Motor plans to increase its domestic motorcycle sales from about 10,000 units this year, targeting sales of 30,000 units in 2021 as part of a revamp of its business and marketing plans, based on disruptions caused by the pandemic.
The plan focuses on restructuring the firm's presence in Thailand to increase its profits and regain market share.
This has resulted in the establishment of Suzuki Motosales Corporation, a joint venture between Thai Suzuki Motor and Ban Suzuki Motor Thailand, which oversees Suzuki motorcycle distribution and sales in 13 provinces in southern Thailand. Suzuki Motosales will be responsible for distribution and sales in the country's 63 other provinces.
Katsuyuki Ohzawa, head of motorcycle sales at Thai Suzuki Motor, said a clear distinction of roles will allow the new company to operate efficiently in conjunction with Suzuki's existing corporate arms.
Thai Suzuki Motor will continue to oversee domestic production and the supply of spare parts, while Suzuki Motosales and Ban Suzuki will manage imports, distribution, sales, marketing, and after-sales services.
Suzuki Motosales chief executive Manusak Laparojkit expressed a commitment to raising Suzuki's nationwide market share from its current level of about 1%.
Suzuki's main competitors are Honda and Yamaha, which currently command 77% and 15%, respectively, of the domestic motorcycle market.
President of Thai Suzuki Motor Shinji Hasui praised Thailand's relative success at containing the pandemic, but acknowledged the inevitability of its impact on profits.
"The pandemic has had wide-ranging and unavoidable effects on the economy, including our own business," he said.
Mr Manusak did not elaborate on the effect of the pandemic, but noted that although only about 10,000 Suzuki motorcycles had been sold so far this year, the firm is targeting sales of 30,000 next year while projecting continuous year-on-year growth from 2021-2024. Thai Suzuki Motor sells 12 motorcycle models as well as 16 "big bike" models and a range of outboard motors for boats.
Suzuki Motosales plans to simplify aspects of the sales process and introduce new technology to dealerships to make things easier for staff and improve product quality.
"Dealers have all different concerns," said Thai Suzuki Motor director Lertsak Navavimarn.
"Working with them individually is better than a one-size-fits-all approach."