How does an aggressive Japanese auto company leverage its brand culture to better serve an
increasingly value-oriented American customer base? Suzuki® challenged Miller Zell to transform their entire network of auto dealerships and improve the customer experience, from the inside out. .

THE RESULT

The Suzuki Square Brand@Retail program serves as both a retrofit and new build dealership
construction program, designed to reinforce key aspects of the Suzuki brand. The program
demonstrates Suzuki’s renewed commitment to the U.S. market; its design strategically
encourages an open flow in-store experience that included customer accessory shopping,
information kiosks and employee and vehicle showcase areas. A visually dominant “Red Box”
graphic element is used throughout the space as a commanding navigation and staging
element for in-store merchandising at key customer engagement areas.
In a study by American Suzuki Motor Corporation conducted over the first six months of
2005, Suzuki Square Dealers sold twice as many vehicles, compared with non-Suzuki Square
Dealers. In the same study, the Suzuki Square Dealers showed a 122% higher Gross Profit
than non-Suzuki Square Dealers.