Published: August 21, 2007 10:09 pm         

Car dealership adds Suzuki showroom

Beckley was introduced to “the Suzuki way of life” Tuesday at grand opening for Beckley Auto Mall’s new Suzuki showroom.

Masafumi Mark Harano, president of automotive operations for American Suzuki Motor Corp. who flew in from Brea, Calif., and Philip Castle, eastern region general manager, were among Suzuki representatives on hand for the ribbon-cutting.

Although Beckley Auto Mall has been a Suzuki dealer for 6 1/2 years, the grand opening marked the dealership’s participation in the Suzuki Square, a brand recognition program.

The new showroom has a different look than the rest of the dealership. Beckley Auto Mall owner Andrew Hudson said the outside entrance, which replaced a solid glass storefront, is surrounded by a red square, above which is the signature Suzuki “S.”

“There is so much competition, you (companies) have to stand out,” Harano said. “The red square and the Suzuki “S” logo is very visible so you can recognize this is a Suzuki dealership.”

Suzuki has manufactured automobiles for more than 50 years, but, Harano says, in the past two years, the company has experienced tremendous growth.

In addition to new, affordable quality vehicles, Harano and Castle say one reason for the growth is that people have begun realizing the company produces more than motorcycles, something helped by the Suzuki Square.

“With so many new products, we want people to come in and look, (but) we don’t want that environment when you feel like you’re walking into a car dealership,” Castle said. “We want it kind of open with bright colors to make people feel comfortable.”

Harano said he was pleased with the new showroom and believed a combination of the facility and its employees, “who know how to take care of a customer,” will help further the Suzuki brand in the Beckley area.

“We want people in this town of Beckley to experience the Suzuki way of life and want people to come down and take a look,” he said. “The facility is new and the product is new. Everything has been re-launched. Please come and see.”

— E-mail: mjames

@register-herald.com