But Osamu Suzuki had the idea of going where the giants wouldn't and built the biggest automaker in what is now the world's most populous nation, India who 1930-2024 died Wednesday of lymphoma at age 94, led the car and motorcycle maker that bears his name for more than four decades. He was always looking for niches and trying to navigate a world dominated by big names such as General Motors and Volkswagen-which both held stakes in Suzuki before pulling out.Suzuki Motor no longer sells cars in the U.S., but its motorcycles remain popular among Americans.In the early 1980s, India was looking for a partner to start a car industry. "A government mission came to Japan, and at that time the only top executive at a Japanese automaker who would meet with them was me," Suzuki recalled in a 2022 interview with the magazine Bungei Shunju. That landed him a deal for a jointventure factory.Initially, Suzuki held a 26% stake in the India venture and had to overcome the challenges of building cars in a country with poor roads and few skilled workers. But persistence paid off-Suzuki estimated he visited India some 300 times-and the India business, which the company now controls with a majority stake, has held a market share of more than 40% in recent years. It sold nearly 1.8 million vehicles in India in the year ended March 2024, more than half of Suzuki's total car sales.Born Osamu Matsuda on Jan. 30, 1930, in a mountainous area of central Japan, the future leader of the carmaker took the Suzuki name after marrying the daughter of the company's then-president.Starting in 1978, Osamu Suzuki served as president and later chairman for 43 years before yielding the reins to his son, Toshihiro Suzuki, who is currently president. Even into his 90s, Osamu Suzuki said he went to the office every day.Suzuki prided himself on hands-on management and would inspect each of his factories for a full day every year."I keep an eye peeled for any waste," he said. "For instance, I'll look up at the ceiling and say, 'Do we really need that fluorescent light?" " Volkswagen took a 19.9% stake in Suzuki after GM pulled out, but the two companies were ensnared in legal disputes and ended their partnership in 2016. Osamu Suzuki then negotiated an alliance with Toyota, which now holds a 5% stake in Suzuki Motor.The gregarious Suzuki was known for his love of small cars-the kind he had long sold in India and his other main market, Japan, where Suzuki vans carrying people and goods are a frequent sight especially in the countryside."Being small is a really good thing," he said. "A diamond sparkles even if it is small."

Longtime Head of Suzuki Motor Turned Automaker Into India's Dominant Player

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