Maruti Tried To Copy Mahindra But Failed! » MotorOctane

Offering reliable & fuel-efficient cars at affordable prices is what makes Maruti India’s best-selling car brand. However, the formula did not work when the brand tried to revive one of its iconic SUVs by copying Mahindra. So, which SUV is this, and why did it fail in India? Let’s discuss –
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Global Hit, Local Failure

To replace the iconic Gypsy, Maruti launched the Jimny in India. Although it is the least-selling Maruti SUV, the Jimny has been praised by enthusiasts around the world. In Japan, the Jimny received 50,000 bookings in no time after the launch. In international markets, the Jimny is the go-to off-road machine. But how did it go ignored in a country like India, where the craze for SUVs is so high? 

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No Show, No Go!

Well, the Maruti Jimny is a puny little SUV that can easily go unnoticed on the road. In India, where appearance and stature are among the primary aspects in choosing a car, the Jimny just does not tick the box. It is short and narrow, and looks like some jacked-up hatchback, not a lifestyle off-road SUV. Just look at its rival – the 3-door Thar. Doesn’t it look intimidating! And possibly one of the reasons why buyers prefer the Mahindra!

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Plus, it is underpowered. The Indian mindset is such that a potential SUV buyer looks for performance and grunt. But the Jimny’s 1.5-litre NA petrol engine may feel lethargic to many. It isn’t the most powerful out there, and SUVs like the Kylaq, which is much smaller with a 1.0-litre engine, are more powerful. 

Maruti Jimny Sales – Lack of Engine & Variant Options

Speaking of engines, Maruti only offers a single engine option, a 1.5-litre NA petrol engine, along with 4X4. The issue here is that it is only available with 4X4, and there is no 2WD option. On the other hand, its competitor, the Thar 3-door, offers 3 different engine options: a 1.5-litre diesel engine, a 2.2-litre diesel engine and a 2.2-litre petrol engine. All of these engines offer better performance than the Jimny. Moreover, the Jimny only comes in 2 variants, while the Thar offers a range of options.

The Jimny’s base variant technically doesn’t feel like a base variant, as it has most of the necessary features. If Maruti were to offer another variant with fewer features, the brand could have done better in terms of pricing. In the Thar, there are a slew of variants to choose from, and this allowed Mahindra to price the SUV aggressively. Offering a RWD setup with a 1.5-litre diesel engine has also benefited the Thar. This allows buyers to choose what they want, while with the Jimny, you’re stuck with the 1.5-litre engine.  

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Feels Cheap, But Isn’t Cheap

Unlike any other Maruti, the Jimny is relatively expensive. With a price tag ranging from Rs 14.46 Lakh to Rs 16.93 Lakh (on-road, Mumbai), it is 3 Lakh expensive than the base model Thar. And even after spending such a considerable amount, the Jimny feels cheaper on the inside. The dashboard design is outdated and features brittle plastics throughout the cabin. On the other hand, the Thar, at a rather affordable price, feels well put together. So, potential buyers tend to move away from the Jimny. 

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Maruti Jimny Sales – Tax Disadvantage

After the GST 2.0 reforms, the Thar 3-door with its 1.5-litre diesel engine benefited greatly and received a price cut. So, the price of the Thar did go down, making it more accessible. On the other hand, the Jimny with its 1.5-litre petrol engine received a price hike, making it more expensive than before. This is also one of the reasons why buyers will likely choose the Thar over the Jimny. Playing in favour of the Thar is its pricing. When it was launched, Mahindra priced it at Rs 9.99 Lakh (ex-showroom) onwards, making it quite an attractive choice. Maruti launched the Jimny starting from Rs 12.74 Lakh (ex-showroom). 

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The Indian Mentality

When you invest Rs 15 Lakh in a car, you ensure that your next car is well-suited for your family. At a similar price, SUVs like the Tata Nexon, Mahindra XUV 3XO and a few others offer more features, a more premium cabin and better performance. Plus, Indian buyers are not really that interested in buying a 4X4 SUV. What Indian buyers are more interested in is the mileage. And in the Jimny’s case, this has also worked against it. The Jimny is Maruti’s least fuel-efficient car in India, which simply made things worse for the Jimny. While the Thar is not the most fuel-efficient car, the overall running cost on the 1.5-litre diesel would still be better considering the performance on tap.