Former Suzuki Chairman Osamu Suzuki Dies At 94

Suzuki revealed that Osamu Suzuki, the firm's former chairman, died on Christmas day (Wednesday) last week due to lymphoma at the age of 94. (Image: Bloomberg)

Japan’s renowned Suzuki Motor Corporation (Suzuki) revealed late last week that one of its key former leaders, Osamu Suzuki, has died. The firm reportedly said that Suzuki died on Christmas day (Wednesday) last week due to lymphoma at the age of 94.

Born Osamu Matsuda on Jan 30, 1930, Suzuki married into the family that founded the renowned Hamamatsu-rooted S-brand. He took on his wife's family name through adoption – a common practice amongst Japanese families lacking a male heir.

Osamu Suzuki first joined Suzuki in 1958 working through various positions before leading the firm as its president and CEO from 1978 to 2001. During which, Suzuki drove the company’s global expansion, and, at the same time, he was also widely renowned as an “ingenious penny-pincher”.

Suzuki led the famed Hamamatsu-rooted automobile and motorcycle manufacturer as its president and CEO from 1978 to 2001. He was billed as the key driver behind the firm's modern success. (Image: Reuters)

In the 1970s, Suzuki saved the company he led from collapse by convincing rivals Toyota to supply it with engines that met then new and stricter emissions regulations. More success followed in 1979 when he and the firm launched the popular Alto kei-class car in Japan.

Under his stewardship, Suzuki also forged partnerships with General Motors and Volkswagen to sell Suzuki vehicles in North America and Europe. Besides that, Suzuki also leveraged on the famed S-brand’s expertise in small cars to build a dominant market share in India.

After stepping down as CEO and president in 2001, Suzuki continued to lead company as its chairman until 2021 when the Suzuki brand celebrated its 100th anniversary. After which, Suzuki promptly retired and served as the firm’s senior advisor until his death.

Suzuki later served as chairman from 2001 to 2021. During which, he still heavily influenced the S-brand's efforts, which included a short-lived licencing agreement forged with national automaker Proton under Tun Dr Mahathir's time.

Said agreement saw Proton produce its rebadged version of the Suzuki Ertiga compact MPV offering. 3,466 units rolled off the line from Proton's Tanjong Malim plant from 2016 to 2019.

Prior to his retirement, Suzuki still heavily influenced the S-brand’s decisions and direction as chairman. This perhaps explains the short-lived licencing agreement he forged with national automaker Proton in 2015 whilst the latter was still led by Tun Dr Mahathir.

Borne out of the which was the Proton Ertiga compact three-row MPV offering – essentially a rebadged Suzuki model of the same name. Proton produced 3,466 units of which from 2016 to 2019 at its Tanjong Malim plant, discontinuing it just before its partnership with Geely began.

In his 2009 Japanese language memoir, Suzuki famously shared his life and business philosophies. It included "Never stop, or else you lose." (Image: Bloomberg)

Suzuki’s multi-decade tenure leading the firm that bears the name he adopted saw him stand as one of the automotive world’s longest-serving heads. This was likely driven by his famed “Never stop, or else you lose” philosophy.

That ethos was amongst several he shared through is Japanese language memoir published in 2009. Through which, Suzuki also famously said “I’m a Small-Business Boss” and “If I were to listen to everybody, it would make things too slow.”

With his passing, Suzuki is survived by his widow Shoko Suzuki and their three children, and the latter includes current Suzuki chairman and president Toshihiro Suzuki.