Suzuki Motor Corporation is stepping up its marketing operations in Africa, with the Japanese automaker targeting growth of around 20% from current levels to 150,000 units by the 2030 fiscal year (FY2030). Suzuki sold around 127,000 vehicles in Africa last year, claiming a 9% share of the region’s 1.4-million-unit new vehicle market, which it mostly supplies from India.

According to local reports, Suzuki sees sub-Saharan Africa as its next key growth market, similar to when it entered the Indian market over 40 years ago, driven by strong demand for low-priced vehicles that are able to cope with the region’s rough road conditions. Significant population growth, from around 1.5 billion people at present to 2.5 billion by 2050, and strong economic expansion, are expected to drive up demand for vehicles in the region.

In sub-Saharan Africa, the company sells fuel-efficient models such as the Dzire compact sedan and more recently the Fronx compact SUV. Like in India, Suzuki aims to establish a strong presence in these markets early on.

Yusuke Kato, who is in charge of Suzuki business in Africa, said the company "aims to foster trust and build long-term relationships with customers." Only this time it faces strong competition from a growing number of Chinese brands in the region.