Toyota Sales Boosted by Maruti-Rebadged Products: A Detailed Look

Toyota’s sales in India are significantly boosted by rebadged Maruti Suzuki models, which comprise nearly half of their total sales. This blog delves into the partnership, examines the product lineup, and explores future offerings.


Toyota Kirloskar Motor has seen a substantial portion of its sales coming from rebadged Maruti Suzuki products. These rebadged models are priced slightly higher than their Maruti counterparts in India. Thanks to a global product-sharing agreement with Suzuki that began in India in 2019 with the launch of the Glanza, Toyota now offers four rebadged products, accounting for almost half of its sales.

Toyota’s Rebadged Line-Up

  • Current Badge-Engineered Models: Toyota retails four rebadged products in India: the Glanza (based on the Baleno), Urban Cruiser Taisor (based on the Fronx), Rumion (based on the Ertiga), and Urban Cruiser Hyryder (sharing underpinnings with the Grand Vitara). The partnership has also led to Maruti borrowing Toyota’s Innova Hycross, sold as the Invicto.
  • Future Offerings: Upcoming products include a 7-seater version of the Grand Vitara and Hyryder, as well as the Maruti eVX electric SUV, which will also have a Toyota-badged version.

Sales Figures and Popularity

Between May 1, 2023, and April 30, 2024, Toyota sold 249,737 cars and SUVs in India, with 109,706 units being rebadged Maruti Suzuki products. The Glanza topped the sales chart with 52,989 units, followed by the Urban Cruiser Hyryder at 49,552 units. The Rumion, launched in August last year, recorded 7,165 units sold. The sales figures do not include the Urban Cruiser Taisor due to its recent launch.

Sales Comparison Table

ModelBased OnUnits Sold (May 1, 2023 – April 30, 2024)
Toyota GlanzaMaruti Baleno52,989
Toyota Urban Cruiser HyryderMaruti Grand Vitara49,552
Toyota RumionMaruti Ertiga7,165
Toyota Urban Cruiser TaisorMaruti FronxNot included (recent launch)
Total Rebadged Sales109,706
Total Toyota Sales249,737

The Strategy Behind Badge-Engineering

Badge-engineering allows automakers to share costs and increase volumes with minimal investment. This strategy benefits Toyota as it doesn’t have to invest in the development of new models. The positive market response to these products further validates this approach. Prior to this partnership, Toyota’s attempts at introducing affordable models like the Etios and Etios Liva were unsuccessful. The collaboration ensures that the sales of Maruti models remain unaffected, with Toyota’s rebadged models catering to a different segment of buyers.

Global Product-Sharing Success

The Toyota-Maruti Suzuki partnership extends beyond India. Maruti Suzuki products are exported and sold under the Toyota badge in various markets. For instance, the Maruti Baleno is sold as the Toyota Starlet in South Africa, while the Ciaz is marketed as the Toyota Belta in some African countries. Conversely, Suzuki borrows Toyota products for global markets, such as the Corolla Touring Sports sold as the Suzuki Swace estate and the Suzuki A-Cross, essentially a rebadged Toyota RAV4, sold in Europe.

Price Differences and Market Positioning

Toyota-badged cars typically come at a slight premium over their Maruti counterparts, despite having similar equipment. For instance, the Glanza and Hyryder variants are approximately Rs 25,000 more expensive than the Baleno and Grand Vitara, respectively. The price difference can reach up to Rs 70,000 between the Rumion and the Ertiga variants. However, the Invicto, based on the Innova Hycross, is priced lower due to feature deletions like ottoman seats, a JBL audio system, and ADAS. The newly launched Taisor’s non-turbo variants are slightly pricier than the Fronx, but the turbo-petrol variants are priced identically, indicating that Toyota is absorbing the rebadging costs instead of passing them on to buyers.

Future Products and Market Impact

The strategic partnership between Toyota and Maruti Suzuki will lead to more badge-engineered products, including three-row iterations of the Grand Vitara and Urban Cruiser Hyryder, and the Maruti eVX electric SUV with its Toyota-badged version. This collaboration not only helps both automakers save on development costs but also expands their product portfolios, enhancing their market presence.

Conclusion

By leveraging the strengths of both brands, Toyota and Maruti Suzuki have created a successful product-sharing strategy that benefits both companies and offers more choices to consumers. This collaboration not only boosts sales for Toyota but also enhances the overall market appeal of both brands, promising a range of exciting future offerings.


Toyota and Maruti Suzuki’s strategic partnership exemplifies the benefits of badge-engineering, allowing both companies to thrive in a competitive market. As they continue to introduce new rebadged models, consumers can look forward to a diverse and innovative range of vehicles.

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