Driving diplomacy

Vehicle display precedes Ja-Japan diplomatic anniversary

Chad Bryan, Gleaner Writer

Six automotive dealerships which supply Japanese vehicles in Jamaica adorned the lawns of the residence of Japan ambassador to Jamaica, Yasuo Takase, last Thursday, at a function to commemorate the 80th birthday of His Majesty the Emperor Akihito.

The event took place at 10 Seaview Avenue, and set the stage for next year's celebration of 50 years of diplomatic relations between the two countries.

Mounting displays at the ambassador's home were Stewart's Auto Sales, which showed the 2014 Suzuki Grand Vitara and 2014 Mitsubishi ASX; Mazda supplier Executive Motors with the 2014 Mazda CX-5 sports utility vehicle, and Toyota Jamaica and their improved 2014 Toyota Land Cruiser Prado.

ATL Motors had the 2014 Honda CRV, Kingston Industrial Garage (KIG) displayed the 2014 Subaru Tribeca, and Fidelity Motors put out the 2013 Nissan Juke.

Jamaica has long taken to Japanese vehicles, as evidenced by the large number of imports. This was supported by Executive Motor's operation service adviser, Marlon Kelly, during the event.

'ONE OF THE BEST BRANDS'

"These are one of the most affordable and reliable makes of vehicles. There are also a lot of parts available, and I think people in Jamaica just generally like a Japanese vehicle," Kelly said. Kelly added that Mazda's presence at the function was necessary, as "Mazda represents Japan as one of the best Japanese brands. No other Japanese vehicle can boast the SkyActiv-G technology. No other Japanese company here can boast two sports cars in their line - the Mazda Miata and the RX8".

SkyActiv-G is a series of technologies developed by Mazda which increases a vehicle's fuel efficiency and power. Kelly pointed out that the Mazda BT-50 pickup, along with the Mazda Demio/Mazda 2 hatchback, is also very popular in Jamaica. The 2014 CX-5 retails for $5.1 million.

Brand manager at Suzuki, Matthew Stevenson, said a significant segment of the motoring public tends to gravitate towards the Suzuki brand.

"Suzuki has been in the market for a long time - tried and tested. People are always looking for value and we try to give them every ounce of value for the dollar that they spend with us. It's a perfect car for the roads and it has been tried and tested in fleets, personal cars, and the rental companies. They love a Suzuki," he said. He pointed out that among the brand's vehicles which have attracted Jamaicans are the Suzuki Grand Vitara and Suzuki Swift.

The 2014 Suzuki Grand Vitara retails for $4.23 million.

Sales and marketing manager of Toyota Jamaica, Howard Foster, pointed out that Toyota has been especially significant to the transportation sector. "Yaris and Corolla are big in the rent-a-car industry and the Hiace and Coaster buses are big in the public transportation system and also in the tourism system. The other vehicles like RAV4 and so on are in the security forces. You see them on the road every day," Foster said.

According to Foster, the 2014 Land Cruiser Prado, which was on display, has minor redesigned features. It retails for $8.2 million.

Brand manager at ATL Motors, Petrena Purser, claimed that in Jamaica Honda boasts the best retail value and fuel efficiency in its class and is a premium brand. She said the CRV, in particular, is known for its supreme reliability, comfort and convenience. She said the vehicle is currently retailing for between $4.98 million and $5.65 million.

David Crawford, parketing officer at Nissan dealers Fidelity Motors, pointed out that the company is striving to be the first in everything. He said the brand is an electric car pioneer, but in the Jamaican market they are currently not the best fit. However, he hopes that will change in the not-too-distant future.

The 2013 Nissan Juke retails for $3.8 million.

Sales representative of KIG, Nicholas Thomas, said more advertisement should garner increased interest in the Subaru brand.

"It's not one of the most popular Japanese brands, but we're carrying them in. A lot of used car dealers are carrying them in, too, and people are seeing them on the road and are buying them," he said. The Subaru Tribeca on display for the evening was fully loaded. It retails for $6.9 million.

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