In the fiscal year 2023-24, out of the total sales volume of Toyota Kirloskar Motor, nearly 40% came from the badge-engineered Maruti Suzuki models. The two companies have been in a strategic product-sharing partnership since 2019. Currently, Toyota sells four such badge-engineered models, including the Baleno-based Glanza, Grand Vitara-based Urban Cruiser Hyryder, Fronx-based Taisor, and Ertiga-based Rumion MPV.
Badge-Engineered Models Sales
According to reports, from May 1, 2023, to April 30, 2024, Toyota sold a total of 2,49,737 cars and SUVs in India. Out of these, 1,09,706 units were rebadged Maruti Suzuki products. The best-selling badge-engineered model from Toyota is its premium hatchback Glanza. Based on the Maruti Suzuki Baleno, the Glanza sales tally totaled 52,989 units in the last fiscal year.
It was closely followed by the Urban Cruiser Hyryder hybrid SUV. This highly successful mid-size SUV shares its underpinnings with the Maruti Suzuki Grand Vitara. Toyota managed to dispatch a total of 49,552 units in the same period. In addition, the company also launched the Rumion affordable MPV based on the Ertiga.
As this model was launched back in August of last year, its total sales have been reported to be 7,165. Finally, the company also sells the Urban Cruiser Taisor based on the Fronx crossover. However, it was launched last month, and the sales tally has not been revealed. However, we believe that it must be selling decently as the Fronx is already a decent seller in the country.
Why Badge-Engineering Works
As we all are aware, the automotive industry is one of the heaviest capital-intensive industries. So scaling and creating volume becomes critical for profitability. This is where badge-engineering comes into play. It allows companies to share costs and increase production volumes with minimal investment.
In the strategic partnership between Toyota and Maruti Suzuki, the latter is responsible for the development of mild hybrid powertrains. Meanwhile, the former is responsible for the development of strong hybrid powertrains. So far, this partnership has yielded a lot of benefits for both car brands.
Toyota’s Badge-Engineered Models
As stated, the first car born from this partnership was the Toyota Glanza, which was followed by the Toyota Urban Cruiser. The latter was then discontinued. Currently, the company offers four badge-engineered models in the country.
Toyota Glanza
The first and most affordable one is the Toyota Glanza hatchback. As mentioned, it is based on the highly successful Maruti Suzuki Baleno premium hatchback. The Toyota Glanza starts at Rs 6.86 lakh. Meanwhile, the Baleno starts at Rs 6.66 lakh.
This signifies that there is a premium of Rs 20,000 for the Toyota version, which offers a slightly different exterior design. Both cars come equipped with a 1.2-litre naturally aspirated petrol engine producing 88 bhp and 113 Nm of torque. Both come with a 5-speed manual transmission and a 5-speed automatic transmission option.
Toyota Urban Cruiser Hyryder
Another one of the most popular cars from Toyota, which is a child of this partnership, is the Urban Cruiser Hyryder. This hybrid mid-size SUV is based on the Maruti Suzuki Grand Vitara. The Urban Cruiser Hyryder starts at Rs 11.14 lakh and goes all the way up to Rs 20.19 lakh.
On the other hand, the Grand Vitara starts at Rs 10.87 lakh and goes up to Rs 19.97 lakh. When compared, there is a difference of Rs 27,000 between base variants. And there is also a difference of Rs 22,000 between the top-spec variants.
Both cars come powered by the same engine options. These include a 1.5-litre naturally aspirated engine with mild hybrid technology. They also come with a 1.5-litre engine with strong hybrid technology. The naturally aspirated engine produces 103 bhp and 138 Nm of peak torque. On the other hand, the strong hybrid engine generates 91 bhp and 122 Nm of torque.
Toyota Rumion
The Rumion MPV is the third badge-engineered model and is based on the highly successful Toyota Ertiga MPV. It is currently available with a price tag starting at Rs 10.44 lakh and goes up to Rs 13.73 lakh. The Ertiga, on the other hand, starts at Rs 8.69 lakh.
Now, the main difference between the two models is because of the variants. The base Rumion gets a lot more features than the base Ertiga. Both cars come powered by the same 1.5-litre NA petrol engine. It delivers about 103 bhp and 137 Nm of torque. This engine comes paired with either a five-speed manual transmission or a six-speed torque converter automatic.
Toyota Urban Cruiser Taisor
Launched in April, the Urban Cruiser Taisor is the newest badge-engineered model. It is based on the Maruti Suzuki Fronx crossover. It starts at Rs 7.74 lakh and goes up to Rs 13.04 lakh. The Fronx, on which it is based, is priced at Rs 7.51 lakh and goes up to Rs 13.04 lakh. There is a difference of Rs 23,000 between the base variants.
However, there is no difference between the pricing of the top-spec variants of both cars. The Taisor on the outside features different LED DRLs, front grille, bumper, and alloy wheels. Both cars come equipped with the same 1.2-litre naturally aspirated petrol engine and 1.0-litre turbo engines.
Toyota Innova Hycross based Invicto
Toyota and Maruti Suzuki also share another product and it the Invicto MPV based on the Toyota Innova Hycross. Toyota produces this MPV for Maruti Suzuki. The Invicto is priced around Rs 90,000 cheaper than the Hycross.
This is because it misses out on some features including the ottoman seats, 9-speaker JBL audio system and ADAS. Both cars however share the same 2.0-litre strong-hybrid powertrain producing 184hp that comes with an e-CVT gearbox.
The post 4 Out Of 10 Toyotas Sold In India Are Rebadged Marutis: Details first appeared on Cartoq.
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