Osamu Suzuki, the Man Behind South Asia’s Affordable Car Culture Transformation, Dies at 94

Suzuki Motor Corp’s former chairman, Osamu Suzuki, passed away on Friday. The 94-year-old former chairman of the automaker died of lymphoma, the company’s statement said. The 94-year-old headed Suzuki Motor’s for nearly five decades and stepped down as the chairman in 2021, according to Bloomberg. 

Osamu, a former bank employee by profession, married the granddaughter of Michio Suzuki, Shoko Suzuki. Michio Suzuki founded Suzuki Motor’s predecessor, Suzuki Loom Manufacturing Co., in 1909. Osamu took his wife’s surname as there were no male heir in the family and hence, his role in taking the forward the legacy of the family business became more significant.

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How Osamu Drove South Asia’s Car Culture? 

Osamu joined Suzuki Motors in 1958 and worked in several top-level positions as president, chairman, and CEO between 1978 and 2021. Compact and affordable vehicles were central to his business vision for Suzuki Motor. Unlike his Japanese rivals, who were eyeing the US and China’s market for expansion, Osamu focused on emerging markets like Southeast Asia including India. Consequently, it helped him dominate markets where affordability and efficiency were crucial factors for business growth. 

His role in taking the company global is crucial, with his first overseas experiment being setting up a production unit in Pakistan. 

In the early 1980s, Osamu came across an advertisement in a newspaper that mentioned that the Indian government is looking to partner with an automaker. Following a meeting, Suzuki Motor came onboard to partner with the Indian government to start the joint-venture Maruti Suzuki in 1982 and acquired a 26 per cent stake in the government-owned automaker Maruti Udyog. 

Within a few years of operations, Maruti Suzuki became the leader of the Indian car making industry. It also paved a path for India’s automotive’s journey and transformed transportation for Indian middle-class families by offering an affordable option with the launch of the Maruti 800. Additionally, it gave a boost to domestic car manufacturing. 

The carmaker currently holds 40 per cent of the Indian auto market share. Suzuki Motor’s sold nearly 3.2 million vehicles globally in the financial year 2024 with more than 50 per cent of the sales in India. 

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