Maruti Suzuki has gracefully declined Toyota’s proposal to badge engineer two of its iconic models the Jimny and Swift. Despite successful collaborations on models like the Baleno and Glanza, Ertiga and Rumion, and Grand Vitara and Urban Cruiser Hyryder, Maruti Suzuki firmly asserts that the Jimny and Swift are integral to its brand identity and are not open for sharing.
Toyota had expressed a keen interest in having its versions of the popular Jimny and Swift to enhance its model lineup. The Japanese automaker saw an opportunity to create more affordable alternatives, especially envisioning a Toyota-badged Jimny as a budget-friendly 4×4 option compared to the relatively expensive Fortuner. However, Maruti Suzuki remains resolute in its decision to maintain exclusivity for these two models.
Despite a recent decline in Jimny sales, Maruti Suzuki remains steadfast in its decision emphasizing that models at the core of its brand identity are not meant for sharing. The company reported sales of 15,476 units of the Jimny between June and November 2023 with November sales dropping to just 1020 units. While sharing the Jimny with Toyota could potentially boost volumes Maruti Suzuki prioritizes maintaining the iconic status of these models over short-term gains.
Maruti Suzuki’s best-selling vehicle, the Swift, has sold an average of more than 17,100 units per month. Toyota, which has only sold Maruti Suzuki’s high-end Nexa models under its own brand, believes that launching a Swift with the Toyota badge could result in a large increase in sales. The Glanza and Rumion (badge-engineered Maruti models) contribute 25 percent to Toyota’s total monthly sales, and a Toyota-branded Swift could further enhance the collaboration’s success.
Maruti Suzuki makes a comparison, saying that asking Toyota to badge engineer the Jimny and Swift is equivalent to asking for the Land Cruiser to be similarly badge-engineered. Respecting the fundamental models that form their brand identities is a shared commitment between the two businesses. This choice demonstrates Maruti Suzuki’s commitment to maintaining the distinctive qualities and importance of these vehicles in the automobile industry.
2024-01-01 19:32:05
