American Suzuki vs. Consumer Reports Libel Suit Takes Interesting Twist

If the upcoming court appearance was the first time the two companies faced each other before the law it might seem that Suzuki has a case, but making the same libelous claims Suzuki brought CR before the courts in the late '90s but their grievance was thrown out due to a lack of evidence.

Suzuki claims that the negative CR review continues to affect their image and the public's perception of its products. Some auto analysts say it's Suzuki's inability to let the issue rest that continues to plague its brand identity. (Photo: truckworld.com)

Suzuki claims that the negative CR review, that goes all the way back to 1988, continues to affect Suzuki's image and perception of its products. While some analysts believe that Suzuki is currently its own worst enemy, by keeping a negative issue that would no doubt have been forgotten a decade or so ago alive in the headlines, the automaker continues to remind its public that its SUVs may not be safe.

Automotive News journalist Edward Lapham stated what many believe to be obvious in a recent column, saying, "What's crazy is that Suzuki can't win, even if it prevails in court. If Suzuki loses, the case will damn the Samurai. Suzuki will have wasted millions in legal fees defending a product it no longer sells. It will have succeeded in again dragging its own brand through the mud in a courtroom - and the press - just as it is gearing up to triple its annual US sales to 200,000 in 2007. Most Suzuki buyers don't remember the Samurai.

"What's crazy is that Suzuki can't win, even if it prevails in court," stated Automotive News journalist Edward Lapham.(Photo: truckworld.com)

Many weren't even in school when the review ran in Consumer Reports. But this lawsuit and the publicity it engenders will make sure that everyone knows. And even if Suzuki prevails, who will believe the automaker anyway? Either way, Suzuki and its dealers are losers."

It's important to note why Suzuki might be paranoid. After all, this type of lawsuit has happened before. Popular prime time TV news show 60 Minutes was found guilty of rigging an Audi 5000's accelerator pedal to portray "unintended acceleration," a ploy that cost the German automaker severely. Rival TV news series 20/20 faced similar scrutiny with its GM pickup truck gas tank explosion fiasco. CR's record is thus far untarnished.