Pak-Suzuki Motor Company (PSMC) circulates in the Pakistani market for the better part of forty years.
The company was established in Sept 1982 as a joint venture (JV) between Suzuki Motors, Japan, and Pakistan. Under this JV, the Suzuki produced SS80s in Pakistan, which were the predecessors of the famous Suzuki FX. Since then, the PSMC has continued to be a success for various countries in the country. By offering cheap to buy / own / maintain cars in the economy that were very young at the start, Although, that doesn’t mean that the company did not rely on some “questionable” tactics to keep their boat afloat.
For example, the locally built Mehran, a car built back in 1988 and remained almost the same for all its production work, was manufactured and sold in Pakistan for nearly 30 years and was the last car ever produced still producing the right products until 2012. Although the car was fitted with an EFI engine after 2012, there were no further improvements. Also, the car has been sold at amazing prices throughout Pakistan.
In 1300cc classrooms and above, PSMC has struggled to withstand the likes of Honda City and Toyota Corolla. From 1990 to 1998, Suzuki tried her luck with the Suzuki Margalla, which was a 2nd Generation Cultus sedan award. Then came Baleno, which lasted eight years, and in 2006 entered Liana, which was given 1.3 and 1.6-liter units. All of these cars have done well in terms of sales, but not precisely with their competitors.
It wasn’t at the end of 2010 when PSMC held on to the 1300cc division with its new Suzuki Swift. Given as a hatchback with a Dual Overhead Cam (DOHC) 1.3 Liter 4-Cylinder engine, the new Swift was a fun little car that attracted the attention of many, thanks to its peppy time, compared to its funny and adorable rivals.
The car was sold like hotcakes until mid-2010, but due to a shortage of new items and rising prices, that prestige continued to decline. For the 2018-19 financial year, PSMC sold 5050 units throughout Pakistan. However, things got worse this year due to the local inflation and the Coronavirus outbreak. Due to business closures and rapid inflation, Swift sales at FY 2019-20 fell by 1,828 units, equivalent to a decline of about 64%.
Such a decline in sales figures can safely be said that a gradual decline is not just a closed matter for Coronavirus. A few factors contribute to it, one of which is the endless increase in prices. The car used to cost more than 1 million Rupees back when it was first introduced. Today, the basic Swift model of the same generation is significant for Rs. 1,995,000.
Understandably, the price may increase to some extent due to declining local revenue and rising production costs, but remember, this car was made since 2010. Now the company should have donated a new generation car or found a way to keep production costs low due to the economic scale, but the real-life situation is different. Here is what happened to the price of a car last year:
|Car||Price in June 2019 (PKR)||1st Price Hike in a Year (PKR)||2nd Price Hike in a Year/Current Price (PKR)||Price Increase (PKR)|
|Swift 1.3 DLX Manual||1,585,000||1,905,000||1,995,000||410,000|
|Swift 1.3 Automatic||1,721,000||2,050,000||2,140,000||419,000|
As we can see, everything seemed to be going well in June of 2019. However, the PSMC appeared to have lost its marble and raised its best-selling car prices by a 24% depleted person. Such a price increase may be justified if the company offers consumers a new generation, but that has not happened. Instead, we are selling a car that has been taken over the world almost a decade ago.
It must have been worth it if they had provided the car with better specs, trim levels, body styles (like the channel cart/sedan version), or more variations. Instead, Suzuki offers only two variants here, with only one engine selection, two gearbox options, hatchback body style, basic features like sat-nav basic infotainment (additional option), power windows, ABS brakes, AC not much. Otherwise.
The company has been selling the same old car in Pakistan long enough now. It’s time for them to re-invent their system with something new, exciting, and set it at a price that could be a personal car, the Suzuki Swift, actually when it came out of Pakistan. Suzuki always has ways to keep motorists cramped, for better or worse, and if they pull out faster, they can do it more effectively.