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2 What were you doing in 83? At the movie theatre, watching E.T. The Extraterrestrial? At home watching Hill Street Blues, Barney Miller, or Cheers maybe even the new Weather Channel? Maybe you were among the first of 25 million to buy Michael Jackson s Thriller the record album, not the CD. Or maybe you were riding your 3-wheeler. By 1983, as oil prices were falling from a peak of roughly $35 a barrel (in 1983 dollars) consumer confidence was trending upward (although the official Consumer Confidence Index would not be formed for another three years). The powersports industry was holding its own, buoyed in large part by the rapidly rising popularity of 3-wheeled all-terrain cycles. Introduced to a somewhat skeptical market by Honda in 1971, this segment didn t gain much traction until 1980, when both Yamaha and Kawasaki entered the picture with their own 3-wheelers. Just two years later, annual ATC sales were nearing a quarter million total units.

3 In sports, the San Francisco 49ers won Super Bowl XVI, and the Milwaukee Brewers took the World Series. Ronald Reagan was President, with George Bush (the first one) his VP. The Falklands War began, then ended two months later. The Berlin Wall was still standing, and the Soviet Union invaded Afghanistan. The newspaper USA Today came off the press for the first time, and Time Magazine s Man of the Year was The Computer. The first compact discs were introduced, and Sony released the first consumer CD player. The Internet, cell phones and GPS were the domain of just a few scholars and the military. The only place you could find a Starbucks was in Seattle. A first class stamp was 20 cents, a gallon of gas 91 cents, a dozen eggs 84 cents. Rumored since mid-1982, Suzuki s newest product was teased with spy photos that appeared in the October 82 issue of Dirt Wheels. And by 1983, the Suzuki LT125 4x6 became a reality, drawing headturning looks and head-scratching questions like never before in this industry. The 4-wheeler was born. Magazine editors immediately recognized the importance and impact this vehicle would have on VIDEO INSERT AKI GOTO the industry. As stated by 3Wheeling in its January 83 issue, The worm has turned! Suzuki s new LT125 4x6 is no laughing matter and after ride testing it, we re more than ever convinced that Suzuki has a formidable product with which to battle the other major manufacturers.

4 It was an immediate hit with Dirt Wheels, too: We don t ever want to give it back. It s just too much fun. Its reverse gear an industry first, shared with Suzuki s ALT125 got almost as much flattery as the fact it had an extra wheel. But the significance of the 4-wheel layout was not lost on the testers, either. In retrospect, the article s conclusions gave a telling glimpse of the future of the ATV world. It s much more stable than a 3-wheeler, and therefore easier to ride. You don t have to remember any complicated lean this way, lean that way techniques just turn the bars if you ve ridden your buddy s 3-wheeler and didn t like the way it handled try one of the LT125s down at your local Suzuki shop. It s exactly what you ve been looking for. The suggested retail price for this unit was $1,188. And by the end of 1983, Suzuki had sold more than 25,000 LT125 4-wheelers, an amazing tally in the machine s first year. VIDEO INSERT DENNIS COX In 1984, Suzuki began to grow the 4-wheeler family, introducing the LT185 (MSRP $1,579). This was the first ATV with a double A-arm front suspension system, and the first time Suzuki used the Quadrunner title. According to 3Wheeling, the new 185 is a much better recreational vehicle than [the LT125]. It s easier to steer, climbs hills better, brakes a little better and most of all, proves that there certainly is a growing market for 4-wheeled ATVs. Dirt Wheels editors agreed (while still clinging to convention), saying, The new 185 Quadrunner is so vastly improved in performance over its forerunner, we re tempted to say it s almost better than doing it on three wheels. To assist with its recoil starting, the LT185 featured an industryfirst handlebar-mounted compression release.

5 Just as significant for Suzuki and the industry in 1984 was the introduction of the LT50 Quadrunner, the first youth-sized 4-wheeler. The LT50 retailed for $599, and replaced the discontinued ALT50 3-wheeler. The LT50 came with a lot of safety features, including Suzuki s innovative rear tether switch. It s an easy to operate machine that the youngest of enthusiasts can ride (with adult supervision) and eventually develop the necessary skill to advance to a more complex machine, was 3Wheeling s conclusion. One interesting thing that developed everywhere we took the little Quad 50 was the line of people that formed to ride it. And it wasn t just little kids that got in line, but big kids, too!, said 3Wheeling s editors. As an indication of the big shift that was taking place in the skyrocketing ATV industry (both Honda and Yamaha were now jumping on the 4- wheel bandwagon), Dirt Wheels published a Three Wheels vs. Four Wheels feature. Both in sales and in function, Suzuki scored a heckuva scoop on the then Honda-dominated market, said the story lead. In the end, VIDEO INSERT BEYOND LIMITATIONS the editors concluded that both machines had their place, but that, The 4-wheeler displayed so much more lateral (side to side) stability, it was ridiculous a 4-wheeled ATV is easier to operate. For someone who has never ridden an off-road vehicle, for someone who uses his/her ATV strictly for work, or for someone who simply doesn t want to have to go through all the movements required to ride a 3-wheeler, the 4-wheeler is a better machine.

6 Suzuki had a big year in 1985, releasing five new Quadrunner models to bring a family of eight 4-wheelers to the table by far the most impressive 4-wheeled ATV lineup on the market. Joining the party was the LT230GE ($1,949), LT250EF ($1,999), and LT250EFF ($2,199) essentially bigger and better evolutions of the LT125/185 and variously equipped with attractive new features such as shaft drive, electric start, front brakes, dash-mounted reverse gear levers, instrumentation, double A-arm front suspension, cargo racks, luggage boxes and trailer hitches. When it comes to the ATV market, U.S. Suzuki isn t taking a backseat to anyone, wrote Dirt Wheels editors upon seeing this lineup. They re aggressively pursuing a segment of the market that they pioneered nearly two years ago. These models firmly established the utilitarian, pragmatic aspect of 4-wheel ATVs, making Suzuki an increasingly popular choice for farmers, outdoorsman and worksite applications. What truly stirred the editorial and showroom fires in 1985, however, was the simultaneous unveiling of the industry s first purely sport/recreational-oriented LT230S Quadsport ($1,969) and LT250R Quadracer ($2,299). Long-travel suspension, low weight, snappy power, precise steering, manual clutches, kick starters, hydraulic disc brakes, VIDEO INSERT SPORTS VERSION aluminum wheels and more were features and characteristics never before experienced on four wheels. 3Wheeling Magazine (increasingly struggling with a now-awkward title), opened its coverage of these two new models by saying they were in fact the most amazing machines we have ever ridden. in a league all by themselves the new Quads can do things no ATV can. It has made complete believers out of us that 4-wheelers will definitely make their mark in the ATV market. VIDEO INSERT IN NEXT CHAPTER

7 The introduction of the Quadracer was like dropping a bombshell on the ATV racing scene. By this time 3-wheeled racing was thriving on a national and even world championship scale, as the other three major manufacturers had all released highperformance, two-stroke models and were providing considerable support to top professional competitors. These riders as well as the prominent race promoters were clearly unsure of how to handle the new Quadracer. At first, many events ran the 3-wheelers and 4-wheelers together, to no small amount of controversy. One important series at the time was the Mickey Thompson Off-Road Championship Gran Prix. When it was decided at the 1985 season opener in Pomona, California, that 3-wheelers and 4-wheelers would be in the same class, the powerhouse Team Honda boycotted the event. I think they re afraid of getting beat, said series promoter Mickey Thompson. Later in the 85 season at the Los Angeles Coliseum, Quadracers captured the top six places, resulting in Suzuki s first ATV win ad the tagline read Four Beats Three. Every Time. Enjoying the victory in front of 47,000 that night was former motorcycle racer Gary Denton, who would go on to become a legend in the sport. It didn t take long for the aftermarket to take advantage of the 4-wheel revolution. Accessories and hop-ups became plentiful for the new units, and one company even enjoyed considerable success selling 3- to 4-wheel conversion kits. It wasn t long before many owners and the industry began calling any type of 4-wheeler a quad, keying off Suzuki s now highly recognizable marketing foresight.

8 Suzuki s 1986 lineup gained another new utility Quadrunner model with the addition of the LT-F230G ($2,299), featuring a new dual-range transmission to provide even more versatility. This model came equipped with work-oriented features, making it the standard-bearer in the 2WD utility ATV class. Suzuki now offered eight 4-wheel ATV models, as well as its sole 3-wheel survivor, the ALT125 (which would be discontinued in the next model year). Suzuki was certainly leading the 4-wheel way in 1987, introducing five all-new models as well as significantly upgrading several existing units. One of the new releases was the LT80 Quadsport ($1,199), the new standard in kids ATVs that would become one of Suzuki s best-selling ATVs of all time. Its peppy two-stroke engine, no-hassle CV transmission, front and rear suspension, electric start, child-size controls and numerous safety features made it a winner from the word go. ATV Sports said, [The LT80] could possibly be the best mini-atv of all time this new little machine isn t just one step ahead of all the other machines in its class, it s in a class all its own! This magazine later named the LT80 its ATV of the Year. Joining the LT80 was the LT230E Quadrunner ($2,449), basically a Quadsport with an automatic clutch, electric start and a rear rack; and the LT300E ($2,499), a two-wheel-drive utility model with a new 293cc four-stroke engine and a typical long list of helpful features that included easy-access reverse, a detachable headlight that doubled as a utility light, an electrical accessory terminal and folding racks. ATV Sports described this new model as, a real performer in its field. It has all kinds of gadgets and gizmos to make agricultural or industrial assignments easier, and its overall personality is definitely geared to be user-friendly.

9 A big step for Suzuki in 1987 came in the form of its first 4-wheel-drive Quadrunner, the LT-4WD ($3,298). This 246cc machine was a groundbreaking model in several ways, especially for its industryfirst independent rear suspension and highly versatile transmission, which offered selectable twowheel/four-wheel drive modes, plus a three-speed subtransmission (high, low and super-low ranges) which worked with its five-speed gearbox to provide a total of 15 gearing choices (plus reverse). To top things off, it also offered the first front differential lock. The bike s suspension and handling are super, and the addition of a fully independent rear end reduced much of the usual body roll we encounter picking through rocks and off-camber terrain, said ATV Sports. It has an exceptional amount of ability due to its unique transmission setup and has a torquey powerplant to make them all work. This model would be the seed that would eventually grow into the renowned Suzuki KingQuad family. Covering all bases in 87, Suzuki s final entry was the biggest and most powerful sport ATV ever, the LT500R Quadracer ($3,299) which quickly earned the tag Quadzilla. The LT500R Photo credit: Dirtwheels took many of its design cues from the highly successful Quadracer 250, but on a larger scale. Despite the monstrous nickname, the LT500R turned out to be a gentle giant: We can t imagine having a more impressive engine, wrote ATV Sports. This specially designed two-stroke puts out great big gobs of usable horsepower through an incredibly wide, manageable, almost four-stroke-like powerband. What we did notice was its great engine and gearbox, steady, confident handling, fine suspension, particularly in front, and overall good manners. It definitely was not the wild animal we expected. The 250 Quadracer ($2,699) got an all-new, six-speed engine for 87, as well as a number of chassis updates and a new rear suspension system: gone was the Full Floater suspension and in its place was a rocker arm link design. This model would go on to win an important high-performance 4-wheeler shootout in ATV Sports against Honda and Kawasaki. The power is plentiful and extremely easy to use, the handling is superior, a wonderful compromise was designed into the suspension it works with confidence at low speeds or high and it s a comfy ATV It just never does anything wrong, and it does a lot of things right. No matter how or where you ride, you won t go wrong with the Racer, were the editors conclusions.

10 Another important example of Suzuki s commitment to the 4-wheel scene in 1987 was its formation of the first factory ATV race team. Nationwide, ATV racing was enjoying strong participation and a rapidly maturing professionalism, and Suzuki decided to make its mark with four contracted riders: Gary Denton, Rodney Gentry, Jeff Watts and Jim Putman. They and their mechanics (Ray Hunold, Chuck Miller, Bill West and George McQuiston, respectively) would focus primarily on the AATVA Grand National flat track and motocross events, on both the Quadracer 250 and 500. Chuck DeRan, a former Suzuki District Technical Service Manager and then American Suzuki R&D staffer, was named Team Manager. Our growth pattern is primarily in the utility and agricultural area said DeRan of Suzuki s larger ATV sales. Recreational use is very good, but it s not the biggest section of ATVs. Because that s the predominant growth theory, we are then trying to promote recreational use, and we re doing it through racing. VIDEO INSERT racing action seg la coliseum

11 Ironically, Team Suzuki s biggest would-be competition Honda almost simultaneously announced that it would not be fielding a factory team for the first time in six years. Team Suzuki cleaned up not surprisingly in the 87 AATVA GNC Series: Denton, Gentry and Watts went in the final overall 250cc standings, while Gentry clinched the 500cc class. (A Quadracer rider also captured the Mickey Thompson series, but in this case it was privateer Don Turk prevailing.) In a move that was surprising at the time, Suzuki decided a year later to forego its factory racing effort as well. One year after it was formed, the all-powerful Team Suzuki was dissolved. Suzuki PR rep Rob Sanders explained that Suzuki did not want to appear to be bullying the privateers in Suzuki offered a total of eight ATVs in 1988, dropping the LT50, LT125 and LT185, and adding the LT-F250 Quadrunner ($2,989). This unit had much the same configuration as the LT4WD, but with a two-wheel-driveonly drivetrain. As ATV Sports described it, For the worker looking for an economical vehicle to help with the tougher loads, the LT-F250J is definitely worth considering. It s designed as a big and burly utility machine, although an occasional fun-frolic isn t out of the question. New model development was slowing by the time the 1989 model year rolled around, but Suzuki added to its lineup with the all-new LT160E Quadrunner. For $2,299 the customer got a great adult-sized entry-level machine with a friendly four-stroke engine, a five-speed transmission with reverse and an automatic clutch, electric start, a two-stage choke, single A-arm front suspension, single shock rear suspension with adjustable preload, and reverse/neutral gear indicators. After Suzuki dropped the 125 Quadrunner from last year s lineup, a major gap existed between the Quadsport 80 and the 230cc Quadsport/Quadrunner models, said ATV Sports editors. This 160 fills the gap, and quite nicely, too. Speaking of the Quadsport 230, for the 89 retail year this popular recreation ATV got a displacement boost to 250cc, as well as improved front and rear suspension and, like its Quadracer cousins, a T-shaped seat; suggested retail was $3,199.

12 World Wide Web gained public attention in 1992, and by million people were online O.J. Simpson trial glued us to the TV NAFTA was signed by Clinton Bill Clinton became President 1993, Nirvana and Grunge movement hit in 1991 with album Nevermind. The Napster changed the way we get our music, Seinfeld premiered in 1990, Brett Favre began his career with Packers in 1992, Jeff Gordon raced first Full Season in Winston Cup in The 90s saw the creation of one of Suzuki s most notable ATVs, and one upon which Suzuki is building its current 4x4 model dominance: the 1991 King Quad. Engineers started with the Suzuki LT-4WD introduced in 1987 and added a number of features to make this new ATV the King of 4- wheelers. Engine displacement was increased from 246cc to 280cc, and a locking front differential was added. The King Quad also got larger tires 24 inches in front and 25 inches in back plus a standard oil cooler, all for a suggested retail price of $4,699. And Suzuki ATVs continued to garner great press. The newest magazine 3&4 Wheel Action Magazine said of the 1996 King Quad Is the King Quad still on top of the heap? If you want 15 forward speeds and an astonishing 35 forward drive options, you have nowhere else to go. If you like the idea of ultra-plush, fully independent rear suspension, the King Quad is your choice. That same year, the LT80 Quadsport won a Dirt Wheels shootout against the Honda TRX90. In 1997, ATV Magazine summarized its Fall Owners Report with, The Suzuki King Quad scored near-perfect marks for reliability, durability and quality of work. Overall, the King Quad earned some of the highest marks we ve ever seen in an Owners Report.

13 Suzuki came roaring back in 1998 with the all-new LT-F500F ($6,299), featuring a host of modern amenities such as a 493cc, liquid-cooled, singlecylinder four-stroke engine with a gear-driven counterbalancer, electric start and a five-speed transmission with an automatic clutch and reverse gear (plus a two-speed sub-transmission). Its full-time 4WD system utilized a unique torque sensitive limited slip front differential, with a compact design that allowed for lighter steering in tight turns. High-quality, long-travel front and rear suspension, lightweight cast aluminum wheels and powerful hydraulic brakes (discs in front, drum in back) added to this new model s appeal. Suzuki did its homework and we like this new machine, said 4-Wheel ATV Action Magazine, while ATV Magazine reported, The 1998 Suzuki QuadRunner 500 is a high-quality combination of sport and utility. This unit won several magazine shootouts when it returned in 1999, too, when three of the five other models in Suzuki s ATV line received major bodywork updates. Rugged, more aggressive looking fenders, upgraded seats, new front and rear lighting and larger storage boxes were found on the LT-F250 ($4,099), LT-F250F ($4,899) and LT-F300F ($5,499). Each of these also received insulated throttle levers for more comfortable cold weather operation. This was just the start of even more great things to come from Suzuki. In 2000, the LT-A500F QuadMaster ($6,599) made its debut, adding a CVTtype automatic transmission to the proven LT-F500F. Following updates to most of the seven 2001 models such as auto-style accessory outlets, new front bumpers with integrated winch mounts, longer trailer hitches and composite skid plates the 2002 model year saw the release of the new LT-A50F QuadMaster ($1,799), as well as new ATVs that would all go on to win shootouts and media accolades: including the Ozark, Eiger and Vinson ATVs. The assembly of many of the new models began taking place at the Suzuki Manufacturing of America Corporation (SMAC) plant in Rome, Georgia, which broke ground in 2001.

14 With a major investment in this facility, Suzuki proved it was serious about the development and assembly of ATVs in the United States. The 400cc Eiger and 500cc Vinson ATVs were the first off the production line at SMAC, which saw a total production run of more than 12,000 units in The facility expanded rapidly to begin the assembly of future models, and to accept new injection molding equipment. This multi-million dollar expansion allowed SMAC to begin making the plastic bodywork for Suzuki ATVs. By 2005, SMAC would produce its 100,000th Suzuki ATV. Suzuki stopped production of its original QuadRacers in 1990, but owners of those machines kept them in fine running order for many years. Throughout the 90s, Suzuki QuadZillas were passionately maintained by aficionados nationwide, especially riding areas like Southern California s Glamis sand dunes. Though the official production sport ATVs went away, Suzuki s performance heritage was stronger than ever. And for the 2003 model year, that heritage returned in the QuadSport LT-Z400, Suzuki s first highperformance sport 4-wheeler since the 1990 QuadRacers. This was by far the sportiest ATV on the market at the time, and can be credited for kickstarting the ATV industry s high-performance segment, as well as ATV racing. Production-based four-stroke ATV racing returned to the race series that was for years dominated by aftermarket-only two-stroke machines and with it, increased rider participation and Doug Gust rode the LT-Z400 to National Championships in 2003 and By the end of 2004, the LT-Z400 was Suzuki s best-selling vehicle motorcycle or ATV!

15 Bringing the KingQuad name back into action was an important step for Suzuki. The original KingQuad set a very high standard for utility performance and overall versatility. A new KingQuad would have to deliver equally impressive utility strengths, plus a level of sportutility performance that could match the wellknown Suzuki standards. The all-new LT-A700X KingQuad with an industry-first electronic fuel-injection system made its debut in Upon its release, this ATV earned more ATV of the Year accolades than any single model in recent memory. It delivered a level of performance and innovation that set it as one of the most important products in Suzuki s history. The KingQuad helped prove that Suzuki fuel injection well known for delivering championship-winning performance to Suzuki motorcycle roadracers for many years could fuel ATVs with impressive performance. The sport ATV segment was the next recipient. And when Suzuki released the radical LT-R450 QuadRacer in 2005, it also featured Suzuki fuel injection. This high-performance ATV was the first to deliver race-ready design that gave it class-leading handling and power for consumers interested in ATV MX racing. In 2007, Suzuki began its expansion of the KingQuad family with the new LT-A450X KingQuad. Other new Suzuki KingQuad ATVs followed right behind the 450 including the KingQuad 400 series of ATVs and more are planned for the near future.

16 All these new units have been universally praised and recognized by the ATV press (see sidebar), and have once again made Suzuki the ATV leader in innovation, features, performance, durability and value. As the First on 4 Wheels manufacturer, Suzuki proved that its heritage of innovation and powerful performance goes beyond just the two-wheeled motorcycle world. And it gives us a great reason to celebrate 25 years on 4 wheels! VIDEO INSERT

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