FORBIDDEN FRUIT: WHY AMERICA CAN'T HAVE THE SUZUKI JIMNY

There’s a reason automakers are banking on the nostalgic design trend these days: boxy styling is in. For this, Japanese automaker Suzuki has an offering that not only fits the trendy look, but has lived it throughout its lifetime. We’re talking about the Suzuki Jimny, a small SUV with a distinct personality and renowned off-road abilities that have captured the hearts of enthusiasts worldwide. Now in its fourth generation, introduced in 2018, its rugged design, affordability, and relative simplicity make it a favorite for many – yes, this author included.

But despite its global popularity, the Jimny remains absent from US dealerships, leaving American fans yearning to taste this beloved vehicle. The absence is not due to a lack of desire, with every Jimny article we write flooded with comments from US readers declaring their desire to own the new one. Several factors contribute to this glaring omission from the American market; obstacles that even a Jimny can't overcome despite its impressive approach, breakover, and departure angles and 4x4 drivetrain.

The Media Report That Led To Suzuki Leaving America

Suzuki's presence in the United States began with promise but ended in a dramatic exit. The company entered the American market in 1985, introducing models like the Suzuki Samurai, the original predecessor of the modern Jimny. Initially, the Samurai was well-received for its affordability and off-road prowess, selling over 47,000 units in its first year and over 150,000 units in three years. However, the tides turned drastically in 1988 when Consumer Reports (CR) published a scathing review.

In the infamous review titled “Warning: The Suzuki rolls over too easily,” CR claimed that the Suzuki Samurai was prone to rollovers, a severe allegation for any vehicle, especially an SUV designed for off-road use. The publication gave it a “Not Acceptable” rating, and this damning verdict led to a sharp decline in Suzuki Auto’s sales and a tarnished reputation. The company vehemently contested these claims, alleging bias and inaccuracies in the report, but the damage was done.

The controversy surrounding the Samurai wasn't the only issue Suzuki faced in the US market. By the early 2000s, Suzuki's lineup struggled to compete with more popular brands. Sales dwindled, and the company faced increasing pressure from legal battles, including a prolonged lawsuit related to the CR issue. In 2012, Suzuki announced it would cease selling cars in America, citing a difficult market environment, stringent regulatory standards, and unfavorable exchange rates as contributing factors.

Today, Suzuki’s presence in the US is limited to selling motorcycles and boat engines.

Stringent US Safety Standards

The US is known for having some of the world's most stringent automotive safety standards. Vehicles must undergo rigorous testing and meet comprehensive safety criteria set by the National Highway Traffic Safety Administration (NHTSA) and other regulatory bodies. These standards cover various aspects, including crash-worthiness, crash avoidance, and post-crash survivability.

The Suzuki Jimny faces significant challenges in meeting these standards. Despite improvements from its predecessors, the current-generation model may struggle to comply with the stringent crash test ratings required in the US market. For instance, the Euro New Car Assessment Program (NCAP) only gave the Jimny three stars in 2018, citing demerits in pedestrian protection and driver-assist systems.

Plus, the Jimny’s diminutive size doesn’t necessarily work to its advantage regarding safety rating, as smaller cars are struggling to score high safety ratings in US crash testing. In the latest round of Insurance Institute for Highway Safety tests, only one small car sold in the US earned a “Good” rating.

Moreover, modern safety expectations in the US include advanced driver assistance systems (ADAS) like lane-keeping assistance and adaptive cruise control – features not available in the current version of the Jimny. It does come with emergency braking systems, high-beam assist, and lane departure warnings, but incorporating more safety features would not only increase development and production costs but alter the vehicle's beloved simplicity and affordability.

Too Early (And Expensive) To Import

Of course, many enthusiasts have considered importing the Suzuki Jimny to the US, but it comes with substantial challenges. The US imposes strict importation rules on foreign vehicles. According to the NHTSA, any vehicle under 25 years old must comply with all applicable Federal Motor Vehicle Safety Standards (FMVSS) to be legally imported and registered in the US. This rule alone complicates the direct importation of the fourth-generation Jimny, as substantial modifications would be required to meet these standards.

Importing the third-generation model, introduced in 1998, is possible at this point in time, but that one is smaller and doesn’t have the same charm as the current version. More importantly, this version of the Jimny has a cramped cabin as it was only available in three-door form while the new off-roader now has a five-door option; which brings us to the next point.

The Jimny Is Just Too Small For Americans

Size matters significantly in the US automotive market, and the Suzuki Jimny falls short in this regard. In its current form, the Jimny is undeniably small, even by subcompact SUV standards. Its dimensions – just over 143 inches long and around 64 inches wide – make it significantly smaller than the average American SUV or even compact cars.

In comparison, the Mitsubishi Mirage – one of the smallest and cheapest cars you can buy right now – is 157 inches long and about the same width as the Jimny. Both cars are not exactly the best size for an average American. According to Health, the average height of an American adult is around 5'9" for males and 5'4" for females. With this in mind, the Jimny's interior can feel notably cramped.

A first-hand example of this is this author; I stand at 5'6" with a medium build, and I even find the rear seating space of the standard Jimny uncomfortably tight, especially on long trips. The new five-door Jimny offers a longer wheelbase and an extra pair of rear doors, but the increase in legroom is marginal (better cargo space, though). These improvements may not suffice to meet the comfort expectations of the average American consumer.

While not many agree with this notion, the American preference for larger vehicles extends beyond personal comfort. Many US buyers prioritize ample cargo space, towing capacity, and room for passengers, which the Jimny, in its current form, still struggles to provide. The cultural inclination towards larger, more versatile vehicles like pickup trucks and SUVs with substantial interior space and powerful engines makes the Jimny's compactness a significant drawback in this market.

You Can Still Buy One Through The (Shady) Gray Market

As we’ve reported before, many dealerships have found ways to circumvent the rules, offering the Jimny on US soil, albeit through questionable means. Even so, the Jimny is still illegal to use on public roads. It can arrive as an off-road-only model or under the guise of agricultural machinery, subject to less stringent import rules.

While technically possible, such practices exist in a gray area and expose buyers to significant risks, including difficulties with registration and insurance. Moreover, these imported Jimny SUVs are often inflated due to the additional expenses involved in their unconventional importation process.

Sources: Consumer Reports, Health, IIHS, Suzuki

2024-07-19T06:28:03Z dg43tfdfdgfd