1997 Suzuki X-90 Review | Drive Chicago
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1997 Suzuki X-90

Searching for marketing niche.

by: Dave Boe

Suzuki's X-90 mini sport utility vehicle (SUV)is a vehicle in search of a niche. The funky-looking X-90 debuted late in 1995 as a 1996 model year offering, replacing the image-troubled Samurai sport utility. Suzuki's mini Samurai received its share of negative media coverage from consumer group test results indicating a tendency to roll over during hard, sharp turns; charges Suzuki denies. The X-90 is larger and more powerful than Samurai. The two-door, 1997 X-90 with removable T-top is aimed at a young, active audience, primarily single. It's a cute, but limited-appeal vehicle. A family of four won't fit into a two-seat X-90 and trunk space less than what's found in most compact sedans. Sales last year of X-90 were far below Suzuki projections. The compact X-90 is powered by an equally compact 1.6 liter 4-cylinder, electronically fuel injected powertrain delivering 95 horsepower. It's the only engine offered. Consumers get to choose between four-wheel drive or two-wheel, rear drive. However, X-90 comes with an impressive list of standard equipment for a compact vehicle including five-speed, manual transmission, electronic rear window defogger, dual air bags, vehicle alarm system, removable T-top, rear spoiler, daytime running lights, power windows and locks and intermittent windshield wipers. Anti-lock brakes and automatic transmission are optional while traction control is not offered. Our four-wheel drive X-90 test vehicle had a suggested retail price checked in at $14,599. After adding the $420 destination charge, the bottom line ended up at a modest $15,019; modest when compared to prices of other sport utilities. Two-wheel drive X-90s start even lower at $13,199. Even though it's small, this vehicle stands out in parking lots. Maybe it's the time of year, but the pod-shaped passenger compartment, oval headlights and purple color led me to think this is what the Easter Bunny was driving during his appointed rounds last weekend. Inside, the high, rounded roof provides lots of headroom for both passengers. Temperature and fan speed monitor from slide levers above the stereo. This sound system though has teeny tiny preset and volume buttons, which are difficult to pinpoint, especially when your right arm must maneuver around the five-speed transmission gear shift knob. Dual inline cup holders situate between the front bucket seats. The T-top design allows one person to easily unlatch and lift off each panel; a very nice touch. Each section stores in the low-liftover trunk when not in use. Economy figures check in at an excellent 25 miles per gallon city, and 28 mpg highway. Our test drive vehicle, with 6.600 odometer miles, registered 26.2 mpg in combined driving. The fuel tanks holds 11.1 gallons of unleaded fuel. The square fuel tank door unlocks with the ignition key. Suzuki's X-90 incorporates no inside fuel release buttons. The sport utility segment is booming. Unfortunately for Japan-base Suzuki Motor Corporation, X-90 sales have been less than first anticipated. Toyota's RAV4, Jeeps Cherokee and even Suzuki's own sibling Sidekick all offer larger, more versatile four-door versions. While the X-90 is fun to drive and four-wheel traction comes in handy during snowy Chicago winters, appeal is limited to younger audience. The X-90 must also compete with comparably-priced Ford Escorts and Chevrolet Cavaliers; also a favorite of first-time buyers. Besides X-90, Sidekick and Sidekick Sport SUVs, Suzuki also carries the sub- compact Swift and compact Esteem sedan throughout its 330 nationwide dealerships. General Motors owns a 3.3 percent stake in Suzuki. Suzuki manufacturers the Metro (platform twin of Swift) and Tracker (platform twin of Sidekick) for GM. Last year, Suzuki sales totaled 36,701 in the United States, down from a high of 83,338 in 1987. However, Suzuki is optimistic about its low-cost product line up and projects improved sales through the end of the century.


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Dave Boe

After earning a Bachelor of Science degree in Journalism from Northern Illinois University, Dave Boe began a 24-year career at the Daily Herald Newspaper. In 1989, the paper debuted a weekly auto section and soon deputized him as editor/columnist. The Saturday product quickly attracted advertisers and readers alike, growing into one of the paper’s largest weekend sections, anchored by in-depth auto reviews of personally tested vehicles. The success spawned four additional weekly auto sections, publishing Thursday through Monday. In addition to expanded editing duties, he penned a second weekly ‘Nuts and Bolts’ column with local coverage of area auto happenings, including the world-famous Chicago Auto Show. A popular reader feedback column was added titled, ‘My Love Affair with my Car,’ with shared transportation memories from subscribers. In 1997, he earned Daily Herald Employee of the Year honors. Additional area freelance auto writers joined the payroll covering topics including auto maintenance, a ‘Women on Wheels’ perspective, auto racing, motorcycling, auto dealer spotlights and historical hidden auto gems within the greater Second City. Other media stints include appearances on WTTW TV’s ‘Chicago Tonight,’ WFLD TV’s ‘News at Nine,’ WBBM-AM’s ‘At Issues’ and this site’s radio companion, WLS-AM’s Drive Chicago. At the dawn of the internet boom, his automotive reviews debuted in cyberspace at the fledgling drivechicago.com. Additional educational pursuits include automotive repair course completion at Oakton Community College in Des Plaines as well as a technical writing curriculum at Illinois Institute of Technology in Chicago. A founding member of the Midwest Automotive Media Association, he’s also a Past President, Vice President and Treasurer. He’s logged behind-the-wheel track time at noted raceways throughout the Midwest and around the country including Road America in Elkhart Lake, Wisconsin; Gateway International Speedway near St. Louis; Virginia International Speedway, Autobahn Country Club in Joliet and Monticello Motor Club outside New York City.

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