Suzuki’s Latest Kei Van: Wagon R Smile
Suzuki may have stopped selling highway-legal four-wheeled vehicles in the United States after 2013, but the Japanese company remains a significant player in its home market. With a wide range of kei vehicles available, Suzuki has introduced the 2025 Wagon R Smile, a cute kei van that stands out from its counterparts.
Unlike the standard Wagon R, which is more of a mini-MPV with four doors and a hatch, the Wagon R Smile comes equipped with dual sliding doors, making it a genuine kei van. The Wagon R Smile competes with other Suzuki models like the Spacia, Every, Every Wagon, and possibly even the Super Carry in the Japanese market.
The marketing strategy for the Wagon R Smile appears to be focused on city-dwelling Japanese women in their 20s and 30s. While Suzuki offered a more macho version of the Wagon R called the Stingray a decade ago, the Wagon R Smile doesn’t seem to be particularly gimmicky, and it’s not available in pink. Interestingly, Suzuki has a fluffy sheep-like mascot affiliated with the Wagon R Smile, which can even be purchased as a bag charm for ¥880 (approximately $6.15).
Like other modern kei vans, the Wagon R Smile boasts a surprisingly roomy interior and excellent visibility for the driver. The base 2WD model is priced at ¥1,489,400 (around $10,407), while the Hybrid X 4WD version starts at ¥1,984,400 (approximately $13,865).
For enthusiasts of Suzuki kei vans, there are plans to import another van, potentially a Daihatsu Hijet Cargo, similar to the one featured in the film ‘Perfect Days.’
