Suzuki finished first in nine categories in the latest National Motorcycle Dealers Association (NMDA) survey, including the assessment of product pricing and value against rival brands. Suzuki GB also placed in the top three in 22 categories, more than any other manufacturer covered by the survey. Across all 28 sections, Suzuki improved its performance in 26.

The survey result arrives alongside a substantial pricing push in the UK. Suzuki reduced the GSX-S1000GX+ on-the-road price by nearly £3,000, while the GSX-8T and GSX-8TT were each reduced by £1,000 from their original prices. Over the past year, the company has adjusted pricing for 13 on-road models. The new SV-7GX has also reached dealerships globally during 2026.

Suzuki GB’s UK sales have risen at the same time. The operation has sold more than 1,000 additional motorcycles year on year during 2026, while total sales for the calendar year are reported to be up 62 per cent. By the relevant point in 2026, Suzuki had already sold more motorcycles than it sold throughout 2025. The available account presents the price reductions as a possible contributor to that growth, not as a proven sole cause.

A strategy built beyond price

Paul de Lusignan, Suzuki GB’s director of motorcycles, attributes the improvement to a broader set of measures. He cited work with the factory to re-align the prices of 13 models, alongside the Serious.Fun brand strategy launched after research involving customers, the wider market and dealership partners.

In de Lusignan’s view, value is not determined by price alone. He linked it to Suzuki’s heritage and the quality associated with the brand, while also pointing to its 10-year warranty, which he described as industry-leading. Suzuki ranked first in the survey’s warranty-offering category as well. The figures and pricing examples concern Suzuki GB and the UK market; they do not establish pricing or availability in Greece.