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Japanese automobile manufacturer Suzuki just announced they are targeting Africa as their next major growth market. They’re calling it “the next India.”
They entered India in 1983. At the time, the consensus said India was too poor, too complex, too far from the kind of premium market that serious companies were supposed to chase. The case for saying no was overwhelming.
Suzuki said yes anyway.
Forty years later, India is their most important market. It is their production hub. It is where 60% of their planned capital investment is going.
And now they’re doing it again — this time in Africa.
You might be thinking: interesting story, but I run a business in Japan. What does Suzuki’s Africa strategy have to do with me?
Everything.
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