Maruti Suzuki declines Toyota’s proposal to share Jimny & Swift, citing iconic status
Maruti Suzuki has politely refused Toyota’s proposal to badge engineer its iconic models, the Jimny and Swift. While the two automakers have successfully collaborated on models like the Baleno and Glanza, Ertiga and Rumion, and Grand Vitara and Urban Cruiser Hyryder, Maruti Suzuki asserts that the Jimny and Swift are integral to its brand identity and not open for sharing.
Toyota expressed 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, particularly envisioning a Toyota-badged Jimny as a budget-friendly 4×4 option compared to the relatively expensive Fortuner. However, Maruti Suzuki remains firm in its decision to retain exclusivity for these two models.
Despite a recent decline in Jimny sales, Maruti Suzuki remains steadfast in its decision, emphasising that models at the core of its brand identity are not meant for sharing. The company sold 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 prioritises maintaining the iconic status of these models over short-term gains.
The Swift, a consistent best-seller for Maruti Suzuki, records an average of over 17,100 units sold every month. Toyota, which has only retailed Maruti Suzuki’s premium Nexa products under its own brand, sees the potential for significant sales growth by introducing a Toyota-badged Swift. With the Glanza and Rumion (badge-engineered Maruti models) contributing 25 percent to Toyota’s total monthly sales, a Toyota-branded Swift could further enhance the collaboration’s success.
Maruti Suzuki draws a parallel by stating that requesting Toyota to badge engineer the Jimny and Swift is akin to asking to do the same with the Land Cruiser. Both companies share a commitment to respecting the core models that define their brand identity.
