Suzuki has recently decided against Toyota’s proposal to badge engineer two of its iconic models, the Jimny and Swift. Suzuki’s decision, as reported by Autocar India, is to protect the identities of these popular vehicles.
Related: Maruti Suzuki officially debuts the five-door Suzuki Jimny in India
Toyota had expressed interest in adding its badge to the Maruti Suzuki Jimny and Swift, similar to their existing collaborations like the Baleno and Glanza, and the Ertiga and Rumion. However, Suzuki has chosen to keep these models exclusive to its brand, believing that offering these cars with a Toyota badge could weaken their strong market presence and the appeal they hold as Suzuki vehicles.
The Jimny is particularly known for its off-road capabilities and could have offered Toyota a more affordable 4×4 option compared to its higher-priced Fortuner. However, Suzuki’s plan to maintain Jimny’s standalone status remained in spite of its recent sales downturn. Suzuki’s goal was to keep Jimny’s identity rather than increase its sales by sharing it with Toyota. The same applies to the Swift, a model that consistently earns high sales. While Toyota also showed interest in the Swift, Suzuki decided not to share this model either.
Suzuki says no to the Toyota Badge on the Jimny and Swift
Suzuki declines Toyota’s request to badge engineer Jimny and Swift, citing brand identity concerns.
Shaynah Miranda on Jan 04, 2024You are here:HomeLatest StoriesNewsSuzuki says no to the Toyota Badge on the Jimny and Swift
Suzuki has recently decided against Toyota’s proposal to badge engineer two of its iconic models, the Jimny and Swift. Suzuki’s decision, as reported by Autocar India, is to protect the identities of these popular vehicles.
Related: Maruti Suzuki officially debuts the five-door Suzuki Jimny in India
Toyota had expressed interest in adding its badge to the Maruti Suzuki Jimny and Swift, similar to their existing collaborations like the Baleno and Glanza, and the Ertiga and Rumion. However, Suzuki has chosen to keep these models exclusive to its brand, believing that offering these cars with a Toyota badge could weaken their strong market presence and the appeal they hold as Suzuki vehicles.
The Jimny is particularly known for its off-road capabilities and could have offered Toyota a more affordable 4×4 option compared to its higher-priced Fortuner. However, Suzuki’s plan to maintain Jimny’s standalone status remained in spite of its recent sales downturn. Suzuki’s goal was to keep Jimny’s identity rather than increase its sales by sharing it with Toyota. The same applies to the Swift, a model that consistently earns high sales. While Toyota also showed interest in the Swift, Suzuki decided not to share this model either.
“It’s like asking Toyota to let us badge engineer the Land Cruiser. Models that are at the heart of our brand are not meant for sharing and both companies respect that.”
Anonymous
Maruti Suzuki India
The Swift’s strong performance in the market, especially through Maruti’s mass-market Arena channel, makes it a strong model for Suzuki. The partnership between Toyota and Maruti Suzuki in India has been beneficial for both, allowing them to offer a broader range of vehicles and increase their market reach. Moreover, Maruti Suzuki will also build EVs for Toyota and Suzuki’s global markets, as stated by Autocar India.
With Suzuki’s decision to keep its iconic models exclusive, how will this affect industry partnerships? Keep an eye out for further details and updates.
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