Best of Suzuki

James Bond drives an Aston Martin because it’s free. That’s not strictly true, because Aston Martin gives more than just one free car to ensure it is nicely featured in each of the latest 007 movies.

It’s what’s called “product placement” and it’s big business in the car world, where the rub‒off from the entertainment industry - it could be Nicole Kidman arriving at a premiere in a shiny new Audi A8 or a Chevrolet Camaro stunting and starring in The Transformers - helps polish a car company’s badge.

In the case of Suzuki, it’s all about The Block. The Japanese maker has been starved of new products in recent years but has leveraged its involvement with the top-rating renovation show to push everything from its Harley-cloned motorcycle to its all new S-Cross SUV.

“It’s a great way to tell people we exist. It’s like a giant snowball that keeps going and going,” says Suzuki Australia head Tony Devers. Product placement and partnerships are also relatively cheap, compared with a minimum $250,000 to create a top-class television commercial - before paying to screen it.

“It’s not a lot more than you would pay for advertising spots in the same show. And it’s a top‒rating show. They are always creating new interest, and the locations are good.”

So the show appeals to potential Suzuki buyers, and Suzuki has enough creative control - matching cars to contestants, and creating viewer competitions - to use its involvement to build a halo for the brand.

“Our third season is airing now and we’re shooting the fourth. You have to work hard to make it succeed but it’s successful for us.” Devers concedes there has been little on the new-model front recently for Suzuki but believes that’s about to change.

“We have two important cars coming next year, the iV4 and the new small SUV, and there are probably another couple as well. So the light is shining at the end of the tunnel. And it’s not a train,” Devers says.

Suzuki Swift 
Price: from $15,990
Rating: 3/5
Engine: 1.4-litre 4-cyl, 70kW/130Nm
Transmission: 4-speed auto; FWD
Thirst: 5.5L-6.2L/100km

A rock-solid small car that continues to sell well to first-time buyers and old‒timers. Not much changed from the previous model, not that it needed changing, and as bulletproof as a Toyota Corolla for less money. It’s fallen behind the class leaders but still a car to recommend to friends.

Suzuki Grand Vitara
Price: $24,990-$34,990
Rating: 3/5
Engine: 2.4-litre 4-cyl, 125kW/225Nm; 1.9-litre 4-cyl turbo diesel, 95kW/300Nm
Transmission: 5-speed man, 4-speed auto; FWD/AWD
Thirst: from 8.7L/100km (2.4)

No one complains about the Grand Vitara, which is rock-solid in the city and surprisingly capable for off-road work. Like too many Suzuki models it deserves better than it gets, which is support from fans but little interest from rookie shoppers. It’s a classy soft-roader that can also handle the hard stuff.

Suzuki Kizashi
Price: from $28,990
Rating: 3.5/5
Engine: 2.4-litre 4-cyl, 131kW/230Nm
Transmission: 6-speed man, CVT; FWD
Thirst: 7.9L/100km

If it had a Mazda badge it would have been a superstar. The Kizashi looks good and is a sporty drive but has never had the backing of a big brand. Its only shortcoming is a body that’s too small to compete with the Mazda6 and Camry, and not up to a new Mazda3 or VW Golf. The base car is still a top choice, not so the all-wheel-drive model.

SECOND-HAND

If you’re after a compact 4WD that can really battle the Outback, you can do a lot worse than a Grand Vitara. It’s classy and competent, and - as Carsguide has proven many times - great in off-road conditions from rocky climbs to sandy beaches.

It is a genuine getaway car that’s flexible and competent. The Grand Vitara is essentially a condensed Toyota Prado but without the premium for a Toyota badge.

Its record for reliability is among the best in the business and, for a time, Suzuki claimed the lowest warranty costs in the business - a sure sign of a well-built car that will go the distance in Australia. The Suzuki Swift continues to be a favourite for first-time buyers

This reporter is on Twitter: @PaulWardGover