An Unconventional Convention with Team Suzuki

MANILA, Philippines - Having a happy family is the most important thing. When I interviewed Suzuki Philippines Incorporated (SPI) president Satoshi Uchida several months ago, he said that this is ultimately the goal of the company for all of their employees.

Apparently, this vision and mission applies to Suzuki dealers as well. Last weekend, a bunch of motoring journalists had the privilege to spend a weekend at Boracay with Suzuki dealers and we got an inside look at Suzuki Philippines’ extended family. They sure look like a happy family, at least perfectly happy during their Boracay getaway with Team Suzuki.

This unique dealers convention is also a time to celebrate the great stride which Suzuki motorcycles has achieved in terms of sales this year. SPI has consistently surpassed its monthly goals and has reached 80 percent gross sales increase for January to May 2010 compared to 2009. In his speech at the dealers convention SPI president Satoshi Uchida expressed the company’s heartfelt gratitude to its dealers, “Our success will not be possible without your support. With passion in our hearts, let’s focus on making Suzuki a great force in the Philippine motorcycle industry.” SPI is at the forefront of motorcycle innovation not only in terms of product development but sales, promotions and events as well. It plans to improve the brand through its Way of Life and motorcycle safety campaigns, conduct more marketing activities and get closer to its retail market.

As a tribute to its dealers, SPI pulled all the stops for this year’s dealers convention. What had always been a typical business and brainstorming convention became the ultimate summer break this year for all the hardworking officers of Suzuki dealerships nationwide. Business suits, briefcases and Powerpoint presentations were left behind at the dealerships and exchanged for straw hats, Havaianas and henna tattoos. On the agenda were watersports like parasailing, jet skiing, fly fishing, and banana boating not to mention games and massages at the beach.

The mission for the weekend was: Have fun. “We want to pamper our dealers. We want to make this a fun-filled event wherein we try not to talk about business. Let’s put it this way, this is the first time we held a dealers convention with everyone in their flipflops. This event is all about building relationships and making the dealers happy. This is also in celebration of Suzuki Philippines’ 25th anniversary and our way of thanking our dealers who stuck with us through thick and thin,” according to Christopher Maque, advertising and promotions manager of Suzuki Philippines.

After all the fun and games, a dealer convention won’t be complete without the usual accolades to the top performers. Two-year old Suzuki dealership Norkis who started out at tenth place was awarded second place in the best dealer category this year. “Our network of 200 branches is one of the reasons for our growth. But I would attribute our success to the commitment and enthusiasm of the people of Norkis,” says Manuel Canilao group managing head for Norkis. The Norkis dealership for Suzuki had a three hundred percent growth from 2008 to 2009. Canilao adds, “I don’t think Suzuki Philippines needs any suggestions on how to put together a dealers convention. They are very creative and when it comes to motorcycle dealerships conventions Suzuki Philippines is number one.”

Luzon dealership Royce Motorcycle Trading Corporation on the other hand was awarded third place for Dealer of the Year. Marirose Gallo, executive assistant for the president of Royce Group attributes their success to the efforts of both dealer and suppliers. Royce started as a Suzuki dealership in 1991 and has been consistently a top dealer and its achievement in 2009 is its record highest. “The event gave the dealers some time to relax and relate with other dealers and the Suzuki family. This is a really fun event,” says Gallo. “When Suzuki is number one and we think it will be, maybe the dealer convention is going to be in Europe,” she adds with a big laugh.

The Dealer of the Year was awarded to Motortrade Group of Companies. Other top awardees were Eastern Luzon Motors and TRDG Corporation for Most Improved Dealer, Royce Motorcycle Trading Corporation for Most Outstanding Dealer in Business Model, Motortrade Group of Companies for Most Outstanding Dealer in Solo Model, and Royce Cabanatuan for Most Outstanding 3S Shop, which is a branch that provides all three: sales, service and spare parts.

Dealers are not the only ones who get to be part of the fun events that Team Suzuki puts together. “Team Suzuki is doing everything it can to delight its customers whether they be dealers or individual customers. For those who buy our motorcycles, we have on-going events like the Mola Bira and Suzuki Invasion,” adds Maque. Suzuki Invasion travels all over the Philippines to provide free service, hold games and raffles, set up motorcycle exhibits, and wow crowds with motorcycle stunt shows, dance competitions and free concerts. Mola Bira, on the other hand, is also a nationwide event but specifically for Tricycle Operators and Drivers Association (TODA) members. Suzuki Philippines brings it finest mechanics and engineers to TODA clubs to give free service and maintenance seminars, plus hold talent competitions and trike-khana challenges.