1997 Suzuki X-90 Review

1997 Suzuki X-90 - Searching for marketing niche.

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Suzuki's X-90 mini sport utility vehicle (SUV)is a vehicle in search of a niche. The funky-looking X-90 debuted late in 1995 as a 1996 model year offering, replacing the image-troubled Samurai sport utility. Suzuki's mini Samurai received its share of negative media coverage from consumer group test results indicating a tendency to roll over during hard, sharp turns; charges Suzuki denies. The X-90 is larger and more powerful than Samurai. The two-door, 1997 X-90 with removable T-top is aimed at a young, active audience, primarily single. It's a cute, but limited-appeal vehicle. A family of four won't fit into a two-seat X-90 and trunk space less than what's found in most compact sedans. Sales last year of X-90 were far below Suzuki projections. The compact X-90 is powered by an equally compact 1.6 liter 4-cylinder, electronically fuel injected powertrain delivering 95 horsepower. It's the only engine offered. Consumers get to choose between four-wheel drive or two-wheel, rear drive. However, X-90 comes with an impressive list of standard equipment for a compact vehicle including five-speed, manual transmission, electronic rear window defogger, dual air bags, vehicle alarm system, removable T-top, rear spoiler, daytime running lights, power windows and locks and intermittent windshield wipers. Anti-lock brakes and automatic transmission are optional while traction control is not offered. Our four-wheel drive X-90 test vehicle had a suggested retail price checked in at $14,599. After adding the $420 destination charge, the bottom line ended up at a modest $15,019; modest when compared to prices of other sport utilities. Two-wheel drive X-90s start even lower at $13,199. Even though it's small, this vehicle stands out in parking lots. Maybe it's the time of year, but the pod-shaped passenger compartment, oval headlights and purple color led me to think this is what the Easter Bunny was driving during his appointed rounds last weekend. Inside, the high, rounded roof provides lots of headroom for both passengers. Temperature and fan speed monitor from slide levers above the stereo. This sound system though has teeny tiny preset and volume buttons, which are difficult to pinpoint, especially when your right arm must maneuver around the five-speed transmission gear shift knob. Dual inline cup holders situate between the front bucket seats. The T-top design allows one person to easily unlatch and lift off each panel; a very nice touch. Each section stores in the low-liftover trunk when not in use. Economy figures check in at an excellent 25 miles per gallon city, and 28 mpg highway. Our test drive vehicle, with 6.600 odometer miles, registered 26.2 mpg in combined driving. The fuel tanks holds 11.1 gallons of unleaded fuel. The square fuel tank door unlocks with the ignition key. Suzuki's X-90 incorporates no inside fuel release buttons. The sport utility segment is booming. Unfortunately for Japan-base Suzuki Motor Corporation, X-90 sales have been less than first anticipated. Toyota's RAV4, Jeeps Cherokee and even Suzuki's own sibling Sidekick all offer larger, more versatile four-door versions. While the X-90 is fun to drive and four-wheel traction comes in handy during snowy Chicago winters, appeal is limited to younger audience. The X-90 must also compete with comparably-priced Ford Escorts and Chevrolet Cavaliers; also a favorite of first-time buyers. Besides X-90, Sidekick and Sidekick Sport SUVs, Suzuki also carries the sub- compact Swift and compact Esteem sedan throughout its 330 nationwide dealerships. General Motors owns a 3.3 percent stake in Suzuki. Suzuki manufacturers the Metro (platform twin of Swift) and Tracker (platform twin of Sidekick) for GM. Last year, Suzuki sales totaled 36,701 in the United States, down from a high of 83,338 in 1987. However, Suzuki is optimistic about its low-cost product line up and projects improved sales through the end of the century.


Dave Boe

Dave Boe, a lifetime Chicago area resident, worked at the Daily Herald, Illinois' third-largest daily newspaper, for 24 years. In 1989, the Daily Herald began a weekly Saturday Auto Section and he was shortly appointed editor. The product quickly grew into one of the largest weekend sections in the paper thanks to his locally-written auto reviews, the introduction of a local automotive question-and-answer column, a new colorful format and news happenings from Chicago area new-car dealerships.

Five years later, a second weekly auto section debuted on Mondays with Boe adding an industry insight column and introducing a "Love Affair with Your Car" column where readers sent in their own automotive memories for publication. During the next 10 years, the number of weekly auto sections Boe edited and coordinated grew to five and featured expanded NASCAR racing coverage, a dealer spotlight/profile feature and a Car Club Calendar where grass-roots automobile clubs could publish upcoming events for free. Boe also introduced more local automotive columnists into the pages of the sections, all of whom were seasoned members of the well respected Midwest Automotive Media Association. In 1997, Boe earned the Employee of the Year award from the Daily Herald.

Boe is a founding member and current president of the Midwest Automotive Media Association. He has degrees in Journalism and Business Administration from Northern Illinois University.