Suzuki debuts all-new Equator pickup at Chicago Auto Show

Suzuki debuts all-new Equator pickup at Chicago Auto Show

Wheels

2009 Suzuki Equator pickup
By: Rob Beintema

It’s easy to see how the flash and dazzle of wild new concepts tends to dominate automotive show news. But when the smoke and mirrors fade and the prototypes are wheeled away, many of them never to be seen again, you might notice a few actual product changes to automotive lineups, both abroad and here in Canada.

Like Suzuki’s addition of a new pickup truck.

Suzuki debuted its all-new 2009 Equator midsize pickup truck, actually pretty flashy in its own right, at the Chicago Auto Show on February 6. And even though the company has 40 years of 4X4 experience in all sizes of offroad vehicles, this is the first real pickup in the Suzuki lineup, not counting a small-boxed model of the diminutive LJ80s of the 1970s.

The 2009 Equator is actually a re-badged, re-styled version of the new Nissan Frontier and it will be built at Nissan’s North American production facility in Smyrna, Tennessee.

Which begs one major question. Why?

Well, Suzuki’s strength in North America lies in its reputation as a manufacturer of offroad vehicles, motorcycles and ATV’s. The company found that almost half of their motorcycle customers tended to own pickups. The percentage was even higher among ATV customers. So, it only made sense to leverage their customers’ brand loyalty and offer their own cross-divisional product, a mid-size pickup capable of transporting those Suzuki dirt bikes and ATV’s.

“Suzuki continues to grow its brand recognition targeting life enthusiasts, and we feel this new pickup meets their needs,” said Seiichi Maruyama, President Suzuki Canada. “Pickup buyers in Canada are a good fit for Suzuki since they’re more likely to participate in lifestyle-oriented activities. Plus the Canadian market has a high concentration of tradesman who find mid size pick ups well suited to their businesses. The Equator provides Suzuki with an opportunity to build a connection with this new group.”

It also allows Suzuki to debut a new product without going through the expensive research, development and manufacturing process.

One might also wonder then, why Nissan would allow this, parceling out a pickup under a different brand name and further diluting their own sales?

Especially as other competitors, like Isuzu, are giving up and quitting the field.

Well, I’m guessing Nissan North America may not like it but it’s probably on orders from head office in Japan. As Suzuki sheds ties with GM, it has increased cooperative efforts with Nissan, building products for Nissan in India, and manufacturing minicars for Nissan in Japan and Europe while Nissan responds with a minivan for Suzuki Japan. And also, tit for tat, now building a new North American pickup for Suzuki.

To introduce the Equator, Suzuki unveiled three custom-built, different treatments of the new Equator - an RMZ-4 concept for off-road enthusiasts, the Quad concept for outdoor adventurers and the Quay concept for boating and watersports aficionados.

Equator RMZ-4

The RMZ-4 concept, designed and painted in blue and yellow to match Suzuki’s performance-oriented motocross motorcycles, features a number of exterior modifications, including a bed extender, an eye-catching graphic treatment, 18-inch black chrome wheels and specialty Luzlab headlights. The truck’s striking exterior is matched by a stunning sound system that includes an Alpine HD-Radio unit connected to Rockford Fosgate amp and speaker components.  

Equator Quay

The Quay concept was built to suit recreational boating and watersports lifestyles, with a customized paint job that reflects the look of Suzuki’s line of marine engines. With an Extended Cab, long bed and hefty 6500 lb towing capabilities, the truck is also equipped with a state-of-the-art Visteon nav-control head unit that provides satellite radio, MP3 and navigation capabilities, in addition to Rockford Fosgate amp and speaker components. The Quay also sports special 20-inch wheels and a matching locking hard tonneau cover.

Equator Quad

The Equator Quad concept, built to resemble the Suzuki QuadRunner ATV, comes outfitted with a Crew Cab and military “look and feel.” In addition to a custom paint job and a two-and-a-half inch front end lift, the exterior of the truck has been modified with a set of 500 series fog lamps, a safari-style front bumper, front skid plate and tubular rocker guards. To enhance the vehicle’s overall appearance and performance, the Quad is equipped with Yokohama Geolander tires that ride on 17-inch custom aluminum wheels and features Rockford Fosgate amp and speaker components.

The production version of the 2009 Equator, which will very closely follow the style of these prototype concepts, starts with a 2.5-liter DOHC inline four-cylinder engine with 152 hp and 171 lb-ft of torque or an optional 4.0-liter, V6 DOHC engine producing a class-leading 261 hp with 281 lb-ft of torque.

The Equator is matched to either a five-speed electronically controlled automatic transmission (I4 and V6), five-speed manual transmission (I4) or six-speed manual transmission (V6), and offers an available shift-on-the-fly four-wheel-drive system with an electronically controlled part-time two-speed transfer case. For enhanced off-road capability, the rugged Equator offers a comprehensive off-road traction system, including four-wheel limited slip, electronic locking rear differential, Vehicle Dynamic Control (VDC), hill descent control and hill start assist.  

Other Equator powertrain components include engine-speed-sensitive power-assisted rack-and-pinion steering for responsiveness and good on-center feel and standard four-wheel disc brakes with Anti-lock Braking System (ABS) and Electronic Brake Force Distribution (EBD).

The all-new Equator will separate itself from the Nissan Frontier with unique Suzuki elements, including hood, front fenders, grille, bumpers, front fascia and tailgate.  

Although this product has mainly been driven by Suzuki in the U.S., you can bet that Suzuki Canada is happy to diversify its lineup further and the Equator may help boost its overall sales of around 12,000 vehicles to this year’s total sales goal of 16,000 units.

Model availability, trim levels and prices for the Canadian market are yet to be determined. Nissan’s Smyrna plant will begin production of their own next generation Frontiers by September before starting on the 2009 Suzuki Equator but the new pickup truck is scheduled to go on sale in Canada in the fourth quarter of 2008.

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