Suzuki disputes Toyota’s “original SUV” claim
October 12, 2009 by Matt Brogan
Suzuki has raised serious doubts over the advertising claims made by Toyota in its latest RAV4 campaign.
In the advertisement Toyota claims its RAV4 is “the original SUV”.
“It’s one thing to make a lot of noise about being the original compact SUV; it’s another to actually prove it,” said Suzuki Australia General Manager, Mr Tony Devers.
“Suzuki was, without doubt, the company that started the compact SUV segment in 1988 with the original Vitara.
“Toyota showed a concept version of a compact SUV at the 1989 Tokyo Motor Show, but the first RAV4 did not go on sale until 1994.
“I’m not sure how anyone could claim to be the original when presented with cold hard facts like that.”
Indeed, Mr Devers said Suzuki’s expertise in engineering small SUVs stretched back even further.
“Development of the Suzuki 4×4 compact car program began in 1968 and resulted in the launch of the first generation Jimny in 1970.
“Its compact body featured design elements never before seen in a 4×4 vehicle of that size, including ladder frame, rigid axle suspension and dual range transfer case.
“For nearly 40 years Suzuki has been the trend setter in engineering compact SUVs and, unlike our competitors, we have maintained our commitment to providing an SUV with full-time 4WD and a low-range transfer case.
“That’s the reason why the Grand Vitara has been recognised by Overlander 4WD and 4×4 Australia magazines who have named the Grand Vitara Australia’s Best Compact SUV for the past two years.”
With Suzuki Australia
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And its interesting how both the Vitara and RAV4 have grown over the years… one is now Grand… the other might as well be called 90% Kluger/Highlander, especially in V6!
I thought the same thing when I saw that ad
What about the Lada Niva? On a global scale that would have trumped the Suzuki.
They don’t count Salesman, as the Niva was commonly towed by a donkey and the engine, gearbox and transfercase was sold off as scrap or traded for Vodka.
Lada Nivas were first imported into Australia in 1984. Lada’s mass production started in 1977.
It has quite a cult following and is known for it’s robust and reliable performance.
In the U.K is was commonly referred to as the Russian Landrover.
One of the first cross over vehicles to be used as a military vehicle.
But wait, there’s more.
The first compact SUV was a Marmon – Herrington. Designed and built to the army’s specification during the first world war. 1937.
The Austin Roadsters by American Bantam followed in 1938
And the most popular model was the Willy’s MB Jeep by Overland Motors in 1940
sport utility vehicle (SUV) = complete nonsense.
There is nothing ’sporty’ about softroaders.
Sure there is… if you have roof racks you can put a surf board/ski’s on it… heaps sporty with a dash of utility…
I think the title SUV better suits cars such as the Falcon XR and Comodore S/SS Utes. They are truely sporty, and stil maintain a large amount of utility in their ability to carry loads.
I think the term “sport” in this case refers to the lifestyle of the drivers rather than the driving dynamics of the car itself.
In terms of “vehicle” intention, Suzuki has a point.
But in terms of “SUV” marketing title…. well, I think thats up in the air.
Toyota seems to be claiming that they “commercialized” the SUV, or in this case a term fo road-type 4WDs.
I give this one to Suzuki.
We hired a Suzuki Jimny (Sierra?) last year to drive around the Fraser Island sand hills.
Our one showed signs of a tough life but was simply unstoppable. It went every where the big 4wd’s went with no hassle at all. Even the big hits and soft stuff didn’t bother it. We just kept going where other bigger machines had to stop and let their tyres down. Engaging low range was simple, just press a button.
They are part time 4wd and I believe they are “traditional 4wd” separate chassis type cars. They are amazing machines. Don’t know if the Vitaras are the same?
I think the rav4’s have always been a monocoque design which is probably better on road than off?
With that, its interesting that each iteration of the RAV4 has become less useful off road.
Series 1 had a centre diff lock and full time AWD
Series 2 had full time AWD, no diff lock
Series 3 has on-demand AWD only.
The original SUV was a vehicle from the 40’s called a GAZ-61 ( russian built). It had a 3.5 Litre engine that produced 63KW’s
I think Subaru and the 4wd Leone may have some claim. Indeed the 4WD Corolla was out well before the RAV
Toyota may be right – their thing is a soft-roader, a font drive 2wd with a pathetic attempt at engaging rear wheels after it’s bogged.
The Suzuki is not and has never been an SUV, it has always been a proper 4WD. Land Cruiser, Patrol, Jeep, Land Rover, Jackaroo, Pajero and Niva and probably some others were around long before SUVs began plaguing us.
It’s terminolohy folks – anything which has drive to 4 wheels either part or full time, but has NO LOW RANGE, is an SUV. They are typified by being flimsy off road. Anything with a Low Range that is not flimsy off road is a 4WD.
Sorry Suzuki, but your Vitara cars are not SUVs in my book, but your SX4 AWD is.
How about the Suzuki Sierra?
its a SWB 4×4 not an suv!!!
Since the definition of SUV is very subjective, you can’t really argue about what is or isn’t an SUV!!
Bit of an idiotic argument if you ask me? There is no proper definition of SUVs, as it means different things to different people…
There are quite a bit vehicles that claim to be the first SUV around, and depending on your interpretation of SUV, they can all be right. Be it the Jeep Willies, Lada Niva, Jeep Cherokee (XJ), Suzuki sierra, Rav4, etc…
Suzuki and Toyota definitely evolved, both in looks and specs…SUV or not, these 2 car makers are doing so well…
I thought the Jeep would be the original SUV
God, I hate that term ‘SUV’ :@
Actually if suzuki wants to be critical, toyota is 100% correct in saying the RAV was the original suv, that’s because toyota was the first to use the word SUV! it was used to distinguish there soft off roader range as opposed to the heavy duty range like the landcruiser it stands for “sports utility vehicle.” Suzuki never used the word SUV nor did they know it existed until toyota came up with it so good one toyota and well done to the best and first suv the RAV4!
True but it just goes to show that there were plenty of vehicles before either the Suzuki or the Rav… Crikey even the Mini Moke California losely fits the SUV Genre….. Not a Fourby not a road car but something in between (oh and I reckon I’d rather have a California than either of the two complainents….. ;p)