Suzuki Swift safety a hard sell

Most buyers in the light car segment are reluctant to pay the extra for the sort of driver-assist technology that can save lives (or at least the cost of repairing panel damage), says Suzuki Australia's Director of Automobiles, Andrew Moore.

Speaking with motoring.com.au during the launch of the new, third-generation Swift, Moore explained that where a safety feature like autonomous emergency braking (AEB) is concerned “Australians won't pay for that.”

It's why the system is part of Suzuki's optional Safety Pack for the Swift GL Navigator, rather than a standard feature. Moore believes this variant will be the volume-selling model in the range, but the sales split will favour the GL Navigator without the safety pack option. Moore puts that split at “about 70/30” – with just 30 per cent of the variant's buyers taking up the option.

The Suzuki exec revealed that even if buyers demanded the safety pack option in larger numbers, supply would be limited initially anyway. Suzuki has only ordered enough cars fitted with the pack (in the GL Navigator trim level) to meet the expected demand. Things may change down the track, but he didn't seem at all sure of when that might be.

According to Moore, the Swift's AEB works between speeds of 15 and 140km/h and can detect vehicles ahead travelling between five and 50km/h. It also detects pedestrians ahead walking or running at speeds between five and 30km/h.

“It features two sensors,” Moore explained, “one being a camera that provides outstanding mid- to long-range detection of forward vehicles and pedestrians.

“For short distances and night-time driving, an additional laser sensor provides excellent detection.”

The AEB sounds an alert and Brake Assist will throw out the anchors if the driver doesn't brake hard enough. Related to the system is the active cruise control fitted as standard in the Swift GLX Turbo.

Suzuki offers the 'dual-sensor' AEB system (laser and camera working together) as standard in the range-topping Swift GLX Turbo, which is not influenced to the same degree by price sensitivity as the other variants and is set apart by its higher equipment level, its turbo three-cylinder engine and conventional automatic transmission.

To illustrate how just how much price can affect the product planning for vehicles in the light passenger car segment, a Suzuki staff member expressed surprise at being told that the updated Mazda2 now offered AEB as standard across the range /mazda2-introduces-enhanced-safety-106789 – without raising the price. His surprise is understandable in a segment where the buyers are traditionally so conscious of price. It also speaks volumes for the cut-throat profit levels in the segment.

At some point in the future, AEB may become mandatory in the light car segment – and possibly even the micro car segment – or market forces will dictate the system be universally offered as standard. In the meantime, however, the young ones and the empty nesters choosing a car like the Swift are generally failing to see the value in the added safety of AEB.