While manufacturers dabble with upgrades to outdo their competitors, it seems the best way to sell a bike is to do the opposite. The Suzuki DR-Z400E doesn’t have the forward-facing fuel injected engine of a Husaberg, the Single Function Fork found in the Kawasaki, or even a Coaxial Traction System like Husqvarna’s.
But in 2010 “the Doctor” was the fourth highest selling motorcycle in Oz, and second highest selling Off Road motorcycle behind the Honda CRF50F. It was also #1 in the Enduro category. Despite being outdated the Doctor is still as popular as free donuts at a police station – but why?
As a result of the GFC, spare cash is hard to come by. The first things to go are non-essential luxuries like your dirt bike. However, for a lucky few it will be substituted for a cheaper and more reliable version: cue Doctor Zed. According to Suzuki’s Assistant Marketing Manger, Eoin Black, the reason for its sales success over the past decade is the result of two things: price and reliability.
At $8990 Suzuki have successfully marketed the Doctor at the average trailblazer who can’t afford the exorbidant prices of a race spec enduro bike.
Maintenence is rare with a spark plug, oil and oil filter change every 60 hours, and a coolant flush every two years. This seemed more impressive after learning Suzuki have not made any major changes to the bike since it was first imported in 1999.
An adjustment with the cam chain tensioner and an electric leg to pass ADRs in 2000 are the only upgrades to speak of. The Doctor has developed a priceless reputation as a ‘familiar’ bike renowned for its low maintanece.
The bike is such a success that Suzuki have no intention of changing any component on the bike in the near, or even distant, future. Why? If it aint broke; don’t fix it.
The bike can adapt to any environment, from tarmac with the highly successful DR-Z400SM motard, or as an agricultural mule. Jay Foreman even managed a race team who experienced much success aboard the Doctor in 2001 and ’02.
I first had the opportunity to spin the highly versatile machine’s wheels at the 450 Enduro Shootout in ideal conditions. It was no match for the enduro-spec racers we were testing, but still devoured the loamy, open single track with its strong manageable engine and plush suspension. If the conditions were more technical, the Doctor may have struggled as it is a heavy bike, but through the fast, open, smoother trails the bike felt comfortable and could be ridden fast.
Equipped with the necessary gadgets to take to the road, the Doctor also carted me to and from work clocking up nearly 1000km through Sydney traffic. I managed to squeeze in some trail time while making the arduous journey and, were it not for the high tyre pressure to account for the tarred sections, the bike performed flawlessly even with all the cumbersome ADR bits and pieces.
As you would expect from a bike which hasn’t been upgraded for over a decade, it looks heavy and outdated, with a beer gut and funny radiator shrouds that run off the tank, instead of the sub-frame. Starting the Doctor is a cinch, and – living up to its indestructible reputation – it didn’t hesitate once.
The bike is sold “by the book”, adhering to strict ADR legislation. As a result, a bunch of annoying features come compliments of the house, like the massive number plate bracket, clutch engagement to start the bike and – worst of all – the kill switch attached to the side stand. If your heel bumps the stand or you land heavily off a jump causing the stand to bounce momentarily, the bike will cut the power, diving the front end. This can be fixed by rewiring the connection.
After some saddle time, my POD K700 knee braces also tore the decals on the tank and radiator shrouds to shreds. A sturdier set of stickers or some contact adhesive will prevent this. In the time I had the bike, these were the only issues I encoutered.
While the Doctor does not have the performance capabilites of the bigger 450 Enduro range, it is a uniquely reliable and affordable bike in an age when every penny counts. The DR-Z400E doesn’t try to be anything more than it is: a trusty trail companion. Suzuki are aware of this and have no intentions of upgrading a bike that is already cashing in on the popularity pole.
Is the Doctor the only reliable, grunty, low maintenance, cheap trail beast left? Have Suzuki cornered a neglected market which is paying some serious dividends? I think so – reliability sells!
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