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Stewart's hopes to stimulate Dzire

Published:Sunday | February 23, 2014 | 12:00 AM
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The 2014 Suzuki Swift Dzire. - Photo by Errol Crosby/Photographer
Inside, the Suzuki Swift Dzire offers wood-style trim to raise its appeal. - Photo by Errol Crosby/Photographer
A front view of the Suzuki Swift Dzire. - Photo by Errol Crosby/Photographer
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Sheldon Williams, Gleaner Writer

It looks a lot like the Suzuki Swift but offers a sedan-style trunk instead of a hatchback. It is the 2014 Swift Dzire, the fresh face on the block in the Suzuki line.

For the first time, motorists will be able to purchase the Dzire locally, as the first models arrived in the island just weeks ago. Automotives was introduced to the Dzire during its debut at the Stewart's Automotive Group's showroom, 491/2 South Camp Road, Kingston, on Thursday.

SAME DNA AS SWIFT

Suzuki Brand Manager Matthew Stevenson described the Dzire as sharing the same DNA with the Swift hatchback. But despite the similarity in look, he is confident that the Dzire will not be overshadowed by the more familiar hatchback. He said the Dzire is a popular choice in India and he is confident that the success can be replicated locally.

"This just came to us and we had a look at it. Based on the popularity of previous sedans, especially entry-level sedans, we decided we are going to bring it here. And we like the name Dzire. It is fresh and kind of cool; it has the pedigree of the Swift and it is an interesting-looking car. We had to bring it to Jamaica," Stevenson said.

"From the strength of the performance in India, we decided to bring it to Jamaica to see what the reception of the Jamaica market would be," he said.

Despite parallels in features, there is a difference in trim level between between the Swift and Dzire. "The features are the exact same ones you would find in a Swift. High- quality interior, good radio, USB connection. It has a slightly more executive look inside. It's got the wooden veneer that gives it a more established and dynamic look," Stevenson said.

One Dzire has been sold already, Stevenson saying earlier in the day the customer visited the showroom looking for a Suzuki Vitara for his wife, but was so intrigued by the Dzire he bought one instead.

The Dzire is now being sold for a special entry price of $2.475 million, which will remain valid for a month. Stevenson said thereafter, the price will depend on consumer response to the price point. So far, he said, responses have been encouraging.