Suzuki’s entry into the American automobile market began with the first-generation Cultus, sold by GM as the Chevrolet Sprint in 1985. This marked the start of Suzuki’s expansion beyond motorcycles in the United States. The following year, Suzuki introduced the Jimny, later known as the Samurai, and continued to release more Suzuki-branded models throughout the 1990s.
During the late 1990s, Suzuki faced a challenge as its original Escudo/Vitara design became outdated. In response, Suzuki introduced the second-generation Vitara in 1999, hoping to revitalize its presence in the American market. The compact crossover featured a more modern design and aimed to compete with successful models like Toyota’s RAV4 and Honda’s CR-V.
While Suzuki faced setbacks due to its affiliation with GM and the gradual influence of Daewoo in its lineup during the 2000s, the brand remained committed to providing genuine Suzukis to its American customers. Despite financial difficulties that led to bankruptcy for American Suzuki Motors in 2013 and the discontinuation of highway-legal four-wheelers, Suzuki continued to offer motorcycles and ATVs in the United States.
The 1999 Grand Vitara was a standout model, boasting V6 power under the hood. In contrast, the regular Vitara came with a choice of 1.6-liter or 2.0-liter straight-four engines. This particular example found in a Colorado car graveyard is equipped with a 2.0-liter engine producing 127 horsepower and 134 pound-feet of torque. It also features a top-trim-level four-door JX+ configuration and four-wheel drive.
In terms of pricing, the 1999 Grand Vitara offered a competitive advantage compared to its counterparts in the market. With an MSRP of $17,999 (equivalent to $34,406 in 2024), it was a more affordable option than the 1999 Honda CR-V ($20,450 or $39,091 today) and the 1999 Toyota RAV4 ($18,198).
Unlike its car-based competitors, the 1999-2003 Vitara featured a truck-style frame and true four-wheel drive rather than an all-wheel-drive system. This made it a more rugged and capable choice for off-road enthusiasts.
While this first-year example of the second-generation Vitara may not be considered a collectible, it represents an interesting piece of Suzuki’s automotive history in the United States. The car’s rarity and unique features make it a noteworthy find for automotive enthusiasts.
Although Suzuki did not invest in TV commercials for the regular Vitara in the American market, its JDM (Japanese Domestic Market) sibling had promotional videos that showcase the brand’s overall message and approach to its vehicles.
Despite the challenges faced by Suzuki in the American market, the brand’s presence and contribution to automotive history should not be overlooked. As Suzuki continues to thrive in other vehicle segments such as motorcycles and ATVs, its legacy as a car manufacturer remains etched in history.