Why Suzuki Queensland is different to the rest of Australia
A unique approach to knowing what Aussies want depending on where they live is delivering results for this cult car maker. But it’s also confusing potential customers.
The Suzuki Vitara Hybrid arrives in Australia early next year, but not for the good folk of Queensland or Northern Rivers region of New South Wales.
Hang on. Why deny Banana Benders access to economical small SUVs?
Is it payback for Queenslanders making Toyota’s HiLux the state’s best-selling vehicle for 18 years straight?
Not quite.
Suzuki Queensland is a separate independent distributor to Suzuki Australia, so makes its own product decisions.
MORE: Car giant plans for life after EVs
Therefore, the cars found in Suzuki showrooms in the Sunshine State and top part of NSW can be different to the rest of the country.
For example, the slow-selling Suzuki S-Cross SUV has already been axed in these parts, and general manager of Suzuki Queensland Paul Dillon said when current Vitara stock sells out, it’ll be curtains for the model.
“It’s not a decision we’ve made lightly, but at the moment a Vitara hybrid, on paper, doesn’t work in our (Queensland) market,” he said.
“The Vitara wasn’t selling in the volume we needed, there wasn’t a lot of demand, and it’s an extremely competitive (small SUV) segment.”
Dillon’s sceptical about EVs and is acutely aware of the influx of Chinese electric SUVs selling in Suzuki’s traditional budget end of the market.
So while Suzuki Australia’s locked in the brand’s first full EV – the eVitara – for 2026, Dillon’s not confirmed it for his patch.
“It’s certainly our intention (to distribute the eVitara) assuming the numbers (i.e. price) from Japan stack up,” he said.
Soon, Suzuki Queensland showrooms will feature just three models: the Swift, Jimny and just-launched Fronx small SUV.
MORE: EVs smash car sales records
A new Australian Design Rule (ADR 98/00) introduced earlier this year relating to autonomous emergency braking (AEB) has already brought the axe down on Suzuki’s Ignis and Swift Sport, hence the slim pickings.
DESPERATE TIMES
These are tough times for Suzuki. The much-loved Suzuki Jimny 4x4 is its runaway best-selling model, but the tiny three-doors also fell foul of AEB requirements, and updated compliant new models aren’t expected until early 2026.
Meanwhile, five-door XL Jimnys endured a four-week stop-sale last month while investigations were carried out for undisclosed reasons. Post investigation, the company announced “no concerns” regarding the XL’s quality, safety or compliance.
On the Suzuki Queensland front, the showroom model differences versus the rest of Australia can lead to confusion.
MORE: Tesla rival scores rare win
It’s not a unique scenario.
Toyota Australia distributes vehicles nationwide everywhere except Western Australia. For six decades, Toyota WA has been wholesale distributor for that region.
Reasons appear quite wholesome. While it’d be easier to have everything under the same umbrella, old agreements for Toyota WA and Suzuki Queensland have endured.
It’s like the automotive equivalent of a gentleman’s handshake.
Back in 1959, Queensland’s Muller family (under the Mayfair trading name) became the first privately owned Suzuki distributor out of Japan.
First it was motorcycles, expanding to automobiles in 1974 with the much-loved LJ50 three-cylinder 4WD, the Jimny’s predecessor.
Different distributors covered other regions in those days: MW Motors in Victoria and Tasmania; Ateco in NSW and ACT, and Syme-Darby in Western Australia.
MORE: China’s new brand for Australia
Suzuki Australia handles all the above today, except Queensland. The family still endures with Ian Muller, grandson of one of the founders, as its current director.
As its own business, Suzuki Queensland’s vehicles have featured different grades, trims and specifications to the rest of the country.
“For example, we wanted a model with no sunroof as Queenslanders don’t want them … an issue they don’t have in Victoria is too much sun,” Dillon quipped.
“These days we try to align with national (Suzuki Australia) as much as possible to reduce confusion, and our warranty’s the same.” Dillon said.
“Prior to the internet, it wasn’t so much of an issue.”
YOU CAN’T STOP PROGRESS
Ah, the good old days. You’d read the local newspaper and see the local dealer’s advert. Nowadays, Queenslanders online may see Suzuki models, promotions and pricing not applicable to them.
You see how confusion arises.
But while the Sunshine State misses out on models like the new Vitara Hybrid, Dillon said: “If a Queensland customer dead set wanted a Vitara, chances are we’d facilitate that,” by engaging with an interstate dealer.
More interestingly, what chance an exclusive Queensland-specific Suzuki? One those pesky Sydney and Melbourne lot couldn’t get their hands on, such as a more hardcore off-road Jimny?
“We’ve regularly asked the factory (in Japan) for a Jimny ute version because many customers have requested one,” Dillon said.
A return to the old Suzuki Stockman ute of the early 1980s? Yes please. Especially with “Queenslander!” maroon stripes down the side.
