With figures steadily increasing since 1998, Thailand’s two-wheel industry is undeniably back on track after the crisis. One company has kept pace with the country’s economy, through good times and bad.

Following years of success importing motorbikes to Thailand, Suzuki Motor Corporation began manufacturing in in the country in 1977. With a network of local suppliers providing components which meet international standards, the company has always demonstrated its commitment to the Thai two-wheel market. Suzuki’s headquarters in Japan made the strategic decision to relocate R&D facilities to Thailand in 2001, thus strengthening the company’s position in in the country. With research, design and production now done locally, Thai Suzuki’s president Kenji Yamamoto believes the company now has a greater understanding of the Thai market and is thus able to create products which exceed customers’ expectations.

Kenji Yamamoto, president and CEO of Thai Suzuki

Yamamoto is not one to rest on his laurels, however: “We have reached full capacity and so must prepare ourselves for the future by upgrading our machinery and technology with a facility that can produce about 400,000 units a year,”

Preparation for the future has begun with a $13 million investment to construct a new factory. Yamamoto is positive that Thai Suzuki can meet the targets set and play a leading role in Thailand’s growing two-wheel market.

Remained focused on strengthening its domestic segment, Thai Suzuki recently launched a new model: the family-type motorcycle “Smash”. The new model has nearly doubled original sales targets. Sales have increased from an initial 6,000 units to 10,000 units per month.

“We worked really hard to launch this model,” says Yamamoto proudly. “We conducted intensive market research to discover what Thai people required and it all paid off because our clients love it!”

While exporting one-third of Suzuki’s total production to neighboring countries, Yamamoto’s focus is clearly on Thailand. “Ultimately my mission is to contribute to the people of Thailand by giving them the means to travel from here to there,” he explains. “In order to do this, we develop quality motorcycles that are easy to drive, attractive and affordable.”

In addition to focusing on customer requirements, Thai Suzuki also invests in its workforce by sending Thai employees to Japan for training. This ongoing commitment to human development is something Yamamoto holds dear.

“We give them an opportunity to enhance their knowledge, learning, and skills,” he concludes. “I’ve seen the country change a lot since I first arrived. The quality of life is better, living standards have improved dramatically and here at Thai Suzuki, we are working to further improve the people’s way of life.”

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