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With Maruti exporting products to Japan, Africa and other countries, Toyota could face limited allocation despite the high demand of the rebranded models.
Toyota Rumion
New Delhi: Toyota Kirloskar Motor’s fast growth with the aid of rebranded Maruti Suzuki models may plunge slightly, with Maruti less likely to increase their supplies to its partner. With Maruti’s growing export commitments, Toyota could face limited allocations in the coming time despite the huge demand for their models.
Industry executives have said that a huge increase in the volumes to Toyota may not be viable since Maruti has been exporting heavily to markets in Japan, Africa and other countries. While Maruti may put in some increase in their supplies by some margin during the ongoing financial year, it is going to be limited.
Toyota’s rebadged portfolio
Toyota at the moment have four rebadged models from Maruti, which include the Glanza, Rumion, Urban Cruiser Taisor and Urban Cruiser Hyryder, which are based on the Baleno, Ertiga, Fronx and the Grand Vitar, respectively. The rebranded models for Toyota made 52% of the sales during FY25, increasing from 44% in FY24, according to Society of Indian Automobile Manufacturers’ (SIAM) data and company filings.
Toyota sold a total of 3,09,230 units during the FY25, with the rebadged Maruti models constituting 1,60,514 units. Maruti, though, supplied Toyota with just 1,06,422 vehicles to Toyota, selling 6,48,297 units of their original models in the domestic market. Which means that Toyota sells one rebranded car for every four cars Maruti sells.
Saharsh Damani, CEO of the Federation of Automobile Dealers Association, has noted that the company can only sell the amount it receives, despite the high demand.
For Toyota India, the rebadgement arrangement, effective since June 2019, has turned their fortunes around in the country. Toyota had started with the Glanza before gaining some traction, and brought three more models.
Maruti, for their part, have seen limited gains in the domestic market from the partnership, having just one rebadged model, the Invicto based on the Innova Hycross being sold under its badge. So far, just 4,036 units of the Invicto in FY25 have been sold, compared to Innova Hycross’s 62,794 units. The Glanza always had an attraction for the buyers, who found the mix of Toyota and Maruti’s reliability a point worth taking into consideration.
Across the world, such platform-sharing strategies have allowed automakers to expand their model portfolio without too much development cost. Dacia Duster, for example, was marketed jointly by Dacia and Renault and rebadged and redesigned as Nissan Terrano and Nissan’s portfolio in India did get some boost.
Roheen Ghosh
Roheen is an enthusiast for all things sports and motoring. He regularly follows football and cricket and immerses himself in the tactical intricacies of the game and keeps his eye on the automotive industry’s development.
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