The last couple of years haven’t been particularly kind to Suzuki Motor Corporation. The company’s US division filed for bankruptcy in 2012, and the automaker announced that it would be halting sales of passenger cars in both America and Canada.
Suzuki still sells cars in its home market, but recent moves by Japanese politicians looking to scale back tax breaks for the compact cars the Shizuoka-based manufacturer specializes in have put it in a precarious position. As the man in the hot seat, Suzuki CEO Osamu Suzuki has come up with a bold and unorthodox plan: openly insult his customers.