Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/128333
2005 Suzuki Boulevard Cruisers The MSO will be re lea se d la te r th is year as an early release ' 0 5 a nd w ill be the first bike in Suzuki's new r.erformance cruiser line up. The "M" class w i! offer riders cutting·edge cruiser performance, w ith a modern styling inte rp reta · tion of the cruiser motorcycle. Bv BLAKE CONNER PHOTOS BV BR IAN J. NELSON AS i~n Of I f Suzuki's presentation at its annual dealer show in las Vegas is any indication , the company is banking on the launch of its Boulevard brand of cruisers to expand its mar ket share in that segment significantly . After all, cruisers dominate st re et bike sales figure s in the United States, and Suzuki felt it was time to take it to the next level. Uke its primary cruiser competitors such as Harley-Davidson and Yamaha, Suzuki realizes that there is a lot more to the cruiser segment than just the motorcycles. The packaging of the cruiser image through accessory and apparel sales is just as vital to the company's marketing as the bikes. Of course you still need exciting motorcycles, so over the next couple of years Suzuki has big plans for its line of cruisers . What was launched in Vegas was essentially a rebadge of the existing model line, but there are quite a few new models in t he works that w ill in time red efine the company's position in the segment. "Mo re than a line redesign, Suzuki Boulevard represents a whole new cruiser brand designed and manufactured exclu- • I sively for the U.S. cru ising market ," explained Mac Kato, pres ident of American Suzuki Motorcycle/Marine Operations. "It is not an exaggeration to say that this is one of t he most important launches in Suzuki's 41 years of selling motorcycles in the U.S." Five models will arrive in Suzuki dea lerships in August including the S40, S50, 583. CSO and C90 . but the biggest news will arrive later in the year : The M50 is an allnew model that is Suzuki's first power cru iser release. Taking cues from the com pany's spo rtbike expertise. it will be a performance -orientated model. The "S" ser ies represents the custom segment, previously labeled either Savage or Intruder models , while the "C" models rep resent the classically styled cruisers such as the former Volusia 1600. The new "M" category is for the new generation muscle bikes that are forthcom ing. "Suzuki Boulevard has been des igned specifically for the motorcycle enthusiast who wants more from their cru iser then me re cosmetics ." said Kato. "Suzu ki Boulevard riders want th e power and punch provided by Suzuki DNA in add ition 34 JULY 21 , 2004 • CYCLE N EW S 40th Anniversary