Suzuki GB aiming to sell 1,500 Swift Sports annually

By Ryan Hirons

Suzuki wants to sell at least 1,500 units of the new Swift Sport per year, matching that of its predecessors.

The British arm of the Japanese manufacturer has increased the price of the performance supermini – now costing £17,999 rather than its predecessors approximate £15k price tag when it left the market in 2017 – but still plans to target existing Sport owners at launch.

Ed Norman, product manager for Suzuki GB, said: “We’ve sold around 11,500 Swift Sports since its introduction. The peak for any one year has been around 1,500 to 1,700.”

“Our aspiration in terms of volume for the Swift Sport is similar to what we’ve done historically, and that’s to sell around 1,500 per year. Based on what we now know about the car, we think it could be more but for now, this is a realistic target.”

“A key audience for us when we launch the car is existing owners. That adds up to about 11,000 people currently which is a big target. We haven’t offered a Swift Sport for about a year, so those customers have had nothing new to buy for a while and I think a lot of those will come back when we launch the new car.”

The Swift Sport has become known over its 12-year lifespan for offering genuine performance on a budget, and Norman believes that is key to its success so far.


He said: “As for the reasons people chose the previous Swift Sport, one thing that stands out to us loud and clear is that in terms of it being fun to drive and offering great value, it matches hot hatches in the class above.”

The all-new Suzuki Swift Sport will go on sale in the UK from June 1, with deliveries following imminently.