Osamu Suzuki, the man who made Maruti-Suzuki happen, passes away

Osamu Suzuki, the legendary former chairman and CEO of Suzuki Motor Corporation, passed away on 25 December at the age of 94. Known for his bold decisions and groundbreaking contributions, Suzuki’s name is etched in the history of India’s homegrown automobile story. His pivotal role in transforming Maruti into a household name highlights his visionary leadership and unwavering determination.

The journey of Maruti-Suzuki began with India’s search for a “people’s car“ in the early 1980s. With the government seeking a foreign collaborator to breathe life into the project, a global search commenced.

Maruti’s team, led by technocrats like V. Krishnamurthy and R.C. Bhargava, scoured the globe, approaching prominent automakers such as Fiat SpA and Fuji Heavy Industries. However, most companies were reluctant, deterred by India’s complex license-raj system and its socialist economic model.

Japan’s Suzuki Motor Corporation, initially hesitant, became an unlikely saviour. In a twist of fate, Suzuki re-entered the picture after a Suzuki representative in India learned of Maruti’s potential partnership with Daihatsu Motor Co., Suzuki’s rival. Alarmed, Suzuki’s headquarters reached out to Maruti, requesting a second chance.

The rekindled negotiations brought Maruti’s team to Hamamatsu, Japan, where they met Osamu Suzuki. The meetings were marked by mutual understanding and shared ambition — Suzuki’s commitment to cost-effective, fuel-efficient vehicles aligned perfectly with India’s needs.

Impressed by the passion and clarity of the Maruti team, Suzuki agreed to collaborate. By April 1982, a letter of intent was signed, marking the beginning of an iconic partnership.

Osamu Suzuki’s hands-on involvement proved to be a game-changer for Maruti. Despite Suzuki Motor’s initial 26 per cent equity stake, he treated Maruti as an integral part of the Suzuki family. His swift decision-making and personal interest ensured the collaboration navigated complex challenges seamlessly.

In October 1982, a joint venture agreement was signed in Delhi. Under Suzuki’s leadership, Maruti delivered on its ambitious promise: the first Maruti 800, based on Suzuki’s Alto, rolled out from a makeshift factory in Gurgaon in December 1983. The compact 800cc hatchback became an instant favorite among Indian consumers, symbolising affordability and efficiency.

Osamu Suzuki’s vision extended beyond manufacturing. Determined to foster equality in the workplace, he introduced open-plan offices, a shared canteen, and identical uniforms for executives and assembly-line workers, breaking the norms of a class-conscious society.

The first-mover advantage Suzuki Motor gained in India proved transformative. While other global giants like Honda, Hyundai, and Toyota hesitated to enter the Indian market for over a decade, Suzuki’s gamble paid off handsomely. Maruti Suzuki quickly dominated the market, becoming synonymous with reliability and affordability.

Osamu Suzuki’s contributions went beyond producing cars; he played a crucial role in establishing India’s automotive ecosystem. By promoting indigenization, the government facilitated licenses for auto ancillary collaborations, creating a robust supply chain with Maruti Suzuki as its nucleus.

Today, Maruti Suzuki commands 41.6 per cent of the Indian passenger car market, a testament to Suzuki’s foresight and dedication. Osamu Suzuki’s legacy is not just one of business success but of transforming lives and redefining mobility for millions. His remarkable journey will continue to inspire generations of innovators and dreamers in the automobile industry.