19. Suzuki X-90
Suzuki’s marketing campaign for the X-90 portrayed it as a quirky, fun-loving crossover, but the messaging failed to resonate with either traditional SUV buyers seeking practicality or sports car enthusiasts wanting performance. The offbeat ads only highlighted the X-90’s oddball nature, leaving most consumers confused about its purpose and appeal. Learn more about the X-90’s marketing challenges at Autoweek.