Maruti Suzuki Stands Ground: Iconic Jimny and Swift Exclusivity Unyielding to Toyota's Badge Engineering Proposal

Maruti Suzuki has declined Toyota's proposal to badge engineer its iconic models, the Jimny and Swift, citing their integral role in the brand's identity and asserting that these models are not available for collaboration. Despite previous successful ventures like the Baleno and Glanza, Ertiga and Rumion, and Grand Vitara and Urban Cruiser Hyryder, Maruti Suzuki remains firm on retaining exclusivity for the Jimny and Swift.

Toyota expressed interest in creating its versions of the Jimny and Swift to expand its model lineup, particularly envisioning a budget-friendly 4×4 option with a Toyota-badged Jimny as an alternative to the relatively expensive Fortuner. However, Maruti Suzuki, despite a recent decline in Jimny sales, prioritizes maintaining the iconic status of these models over potential short-term gains. Between June and November 2023, the company sold 15,476 units of the Jimny, with November sales dropping to 1020 units.

The Swift, a consistent best-seller for Maruti Suzuki with an average monthly sale of over 17,100 units, was also not open to badge engineering. While Toyota sees the potential for significant sales growth by introducing a Toyota-badged Swift, Maruti Suzuki remains committed to preserving the distinctiveness of its core models. Despite the success of badge-engineered models like the Glanza and Rumion, contributing 25 percent to Toyota's total monthly sales, Maruti Suzuki draws a parallel by likening the request for badge engineering the Jimny and Swift to a hypothetical scenario of doing the same with the Land Cruiser.