The transition to Florida has been beneficial for Suzuki Marine.
By Ron Ballanti
In November 2020, Suzuki Motor of America, Inc. announced an ambitious plan to create a new marine division separate from its Motorcycle Division, relocating Suzuki Marine USA, Inc. from Southern California to Tampa, Florida.
The 20-acre U.S. Technical Center is located by the water.
Prior to this news, in March 2020, Suzuki Marine USA announced the purchase of a 20-acre waterfront site in Panama City, Florida, to develop its new U.S. Technical Center. Once operational, this facility will serve as the hub for research, testing, and innovation for Suzuki outboard motors, supporting both the U.S. market and beyond.
Over the past three years since establishing itself in Florida, Suzuki Marine has reached numerous significant milestones, creating a strong groundwork for future success and expansion. Here are some key points:
New Headquarters
The inauguration of the U.S. Technical Center in Panama City, Florida.
Many vital personnel at Suzuki Marine relocated across the country to help establish the new company in Florida. Naturally, some were unable to make the move, prompting Suzuki Marine to search both internally and externally within the boating industry to recruit top talent.
Alongside staffing its headquarters, Suzuki Marine USA also hired skilled testing and technical experts to operate the new U.S. Marine Technical Center while construction wrapped up. In the past year, Suzuki Marine USA has brought on over 50 new team members, illustrating the company’s growth and laying the groundwork for future expansion.
Test Center Grand Opening
May 2023 marked the completion and Grand Opening of Suzuki Marine’s U.S. Technical Center in Panama City. The final phase of this 20-acre waterfront facility includes a 9,037-square-foot main building featuring office space, conference rooms, technical service sections, indoor boat storage, and other vital amenities.
Additional noteworthy features of the location consist of supplementary buildings, boat storage facilities, a private launch ramp with docks, and a 300-foot protective seawall. This center will collaborate with boat manufacturers and numerous Suzuki dealers across the United States, also serving as a resource for the Suzuki factory to innovate and enhance future outboards.
The Grand Opening event welcomed Suzuki Marine USA staff, dealers, boatbuilding partners, local officials, Japanese VIPs from Suzuki Motor Corporation, and boating journalists.
Record Sales Growth and Market Expansion
During this three-year span, Suzuki Marine USA has experienced remarkable sales growth and a significant rise in market share.
Moreover, Suzuki’s national dealer network and boatbuilding operations continue to expand as the company attracts new partnerships with cutting-edge outboard motors, a five-year limited factory warranty, and innovative programs that simplify business with Suzuki. These include a variety of incentives, such as Free Dealer Setup and Free Dealer Perks to help new dealers launch their operations, along with Suzuki Marine’s online dealer portal and real-time inventory ordering system for smoother operations.
EcoFuel Run to Washington, DC
Suzuki Marine operated a 26-foot Sea Pro with dual Suzuki DF140 outboards as part of an EcoFuel Run to the Capitol in Washington, D.C.
While other outboard manufacturers support the National Marine Manufacturers Association’s initiative to educate and inform about alternative fuels,
only Suzuki Marine underscored its point by driving a 26-foot center console boat from Florida to Washington, D.C. — covering 940 miles — using solely a new sustainable marine fuel from VP Racing.
During this journey, Suzuki engaged with dealers along the route, advocating for the new fuels and their practical applications in marine engines. Upon arriving in the nation’s capital, the boat was featured at the 2023 American Boating Congress (ABC) to demonstrate the advantages of new fuel technology to government decision-makers.
Tampa Bay Buccaneers Partnership
After relocating to Florida, Suzuki Marine secured a sponsorship agreement with the Tampa Bay Buccaneers.
Suzuki Marine USA has fully embraced its sponsorship of its hometown NFL team, the Tampa Bay Buccaneers, announcing in September 2023 a multiyear agreement to become a “Pewter Partner,” the highest level of partnership for the team. This includes the establishment of a new Suzuki Marine entryway, one of only four access points into the 75,000-seat Raymond James Stadium.
Suzuki Marine and its ongoing Clean Ocean Project will be showcased throughout the venue, promoting the Suzuki brand, environmental consciousness, and the family enjoyment of boating to a wide-reaching and diverse audience — many of whom may not (yet) own boats.
Clean Ocean Project
Suzuki Marine actively endorses an ongoing Clean Ocean Project.
Suzuki Marine intends to leverage its partnership with the Tampa Bay Buccaneers to educate and inform a broader new audience about the critical need to safeguard our beautiful beaches, coastlines, and marine ecosystems.
Through the marketing and outreach capabilities of the NFL and the Buccaneers organization, Suzuki Marine aims to execute larger and more impactful beach and coastal cleanup events by enlisting support from partners and community members.
Additionally, Suzuki Marine is exploring new methods to minimize plastic usage and waste in its products, components, and shipping, promote recycling, and develop alternatives to single-use plastic drink containers both within the organization and at boat shows and industry events.
Contact: Suzuki Marine, www.suzukimarine.com
Volunteers collecting trash along a beach in Florida.