Hill Street Blues, Barney Miller, or Cheers

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.
AN INJECTION OF IN
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
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became a reality, drawing headAKI GOTO
turning 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
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.”
AN INJECTION OF IN
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.
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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.
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 4VIDEO INSERT
wheel bandwagon), Dirt Wheels
BEYOND LIMITATIONS
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,
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.”
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
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purely sport/recreational-oriented
SPORTS VERSION
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,
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.”
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IN NEXT CHAPTER
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.
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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.”
AN INJECTION OF IN
Photo credit: Dirtwheels
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
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.
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a former Suzuki District Technical Service
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,
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.”
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racing action seg
la coliseum
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
1-2-3 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 1988.
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.
World Wide Web gained public attention in 1992,
and by 1994 3 million people were “online.”
-1995 – O.J. Simpson trial glued us to the TV
-1994 – 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 1993.
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 4wheelers. 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.”
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.
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 2002.
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 2004. By the end of 2004, the LT-Z400 was
Suzuki’s best-selling vehicle – motorcycle or ATV!
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
2005. 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.
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!
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