Suzuki wins on product pricing and value against other brands in new NMDA survey

Suzuki has scored perfectly in a wide range of performance and brand-specific categories during the latest National Motorcycle Dealers Association (NMDA) survey.

2026 has already been a big year for Suzuki, which has seen its new SV-7GX motorcycle land in dealerships globally, while major price reductions have also taken place regularly in the UK.

For instance, the GSX-S1000GX+ recently saw its OTR (on the road) price reduced by nearly £3,000. Additionally, Suzuki GB has dropped £1,000 off the original price of its modern classic GSX-8T and GSX-8TT bikes.

Over the last year, Suzuki has adjusted the prices of 13 of its on-road models, which is a considerable amount compared to most of its competitors.

Suzuki has also enjoyed a strong year in terms of sales, with those price cuts potentially being a driving force behind the uptick in bikes sold.

Across the UK, the Japanese company has already sold more than 1,000 extra units year-on-year in 2026. This has contributed to a 62 per cent increase in total sales this calendar year, with more motorcycles sold so far in 2026 compared to the entirety of 2025.

As a result of its price cuts, increase in sales, and overall performance in 2026, Suzuki topped more sections of the NMDA survey than any other brand.

Suzuki claimed top spot in nine measuring categories, including one relating to product pricing and value against other brands. It also topped the warranty offering category, as well as various others. 

Suzuki GB also finished inside the top three in 22 categories, which was the most of any manufacturer. In terms of performance overall, Suzuki improved in 26 out of the 28 sections.

Suzuki GB director of motorcycles, Paul de Lusignan, claims the company’s recent strategy changes, including the launch of its new Serious.Fun brand strategy last year, have been largely responsible for the increase in performance, saying:

“We have worked hard over the last year or so to implement a range of new measures that we feel have helped to deliver these results. Suzuki has always been committed to value, and we have worked closely with our colleagues at the factory to realign the prices of 13 models in that time. 

“Of course, price alone doesn’t equate to value, but what does is the heritage that Suzuki is built upon and the quality that it is defined by. Quality we’re so confident in that we can offer an industry-leading 10-year warranty. On top of that, the launch of a new ‘Serious.Fun’ brand strategy was also undertaken, following extensive research with customers, the wider market, and our dealership partners.

“The results of this survey are incredibly important to us. Having good relationships with our dealer partners is essential, and this survey not only shows us what we do well and where we can improve, but also how we compare to other brands. I think we have to be very pleased with how we have performed, and I have to extend a huge thank you to the whole team at Suzuki GB working at head office and in the field.”

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