Japanese manufacturers Subaru and Suzuki preview their SEMA offerings

2010 SEMA

With less than four days until it opens, both Subaru and Suzuki announced their vehicle lineups for this year’s Specialty Equipment Manufacturers Association show.

It’s interesting to note that at this point in time, the two manufacturers share only a couple of things in common: they are both Japanese and both start with the letter “S”. Other than that, their fortunes, at least for the past few years, have been 180 degrees apart.

Subaru, for its part, has certainly been one of the, if not the, most successful auto companies over the past decade. With a loyal customer base and solid product line, Subaru managed not only to weather the recent market downturn, but to absolutely thrive, being one of only two brands to increase sales in 2008 and one of only three companies to report a sales increase the following year. And thus far in 2010, sales are up a robust 22 percent.

Suzuki, on the other hand, can’t seem to catch a break. While the rest of the industry began to recover in 2009, Suzuki's sales crashed by 54 percent. And even with positive reviews of its Kizashi sedan, sales this year in a rebounding market are off by over 40 percent.

With that in mind, here are both companies’ plans for SEMA 2010:

2010 Suzuki Kizashi Bonneville Special
Piloted by Road & Track’s Sam Mitani, the 2010 Suzuki Kizashi Bonneville Special entered the record books with a 203.720 mph run at this year’s Bonneville Speed Week.
Delta Tech Engineering Suzuki Kizashi
Based on a gutted and lightened Kizashi body shell, it features a Delta Tech cold air intake and performance exhausts, RK Sport body kit, Katzkin custom seating, and Koni coilovers and shocks. Lighting is LED and HID, while audio upgrades are handled by Kenwood and Rockford Fosgate.
ICON Vehicle Dynamics Suzuki Equator
It begins with Doug Thorley long-tube headers and cat-back exhaust. For off-roading, the Equator uses ICON performance coilovers in front and 2.5-inch piggyback shocks linked to Total Chaos upper control arms. Goodyear Wrangler MT/R tires are mounted to Trail Ready bead-lock wheels and the Equator’s body is protected by Bushwacker fender flares, while finishing touches include an AMP Research bed extender and LightForce lights.

Tommi Makinen's Nurburgring Fastest Lap WRX STI
Subaru will display the "Fastest STI Ever," the record breaking Nurburgring Subaru WRX STI that lapped the Ring in 7:55:00.
SRT USA Driver Travis Pastrana's World Record Setting WRX STI
Pastrana set a world record in this STI by launching it 274 feet from the Pine Street Pier in San Diego onto a barge that was anchored in the harbor, breaking the previous record of 171 feet by Ken Block.
Subiefest Best of Show Winner – Jamarri Whiteside – 2006 WRX STI
For 2010, Whiteside pretty much did a complete re-build of his 2006 STI and he was rewarded with the “Best of Show” at this year’s Subiefest. (Photo courtesy of Ro Ja)

Additional entries by Subaru will include the Get More G's Subaru Performance Tuning WRX STI 2010, Kicker Audio WRX STI and the K&N Performance WRX STI.