Toyota is discontinuing the Urban Cruiser SUV without replacing it


New Delhi: Toyota India has discontinued the Urban Cruiser SUV, based on the previous generation Maruti Suzuki Vitara Brezza. The automaker has pulled the Urban Cruiser from its website and with no replacement planned or in the works, this could be the end of the Maruti-based Urban Cruiser as we know it.

Of course, Toyota still has the Urban Cruiser Hyryder for sale, and there could be another Urban Cruiser-badged SUV in the future. But at this point, it seems increasingly clear that Toyota is unlikely to redesign or redesign the new Maruti Brezza launched earlier this year.

Why did Toyota drop the Urban Cruiser?

The Urban Cruiser was the second facelifted model to be launched under the Maruti Suzuki-Toyota partnership and it was also a reasonable success for the carmaker as it averaged sales of around 2,200 units in month.

The main reason for ditching the SUV is that Toyota believes the price the new Urban Cruiser should be priced at would come close to matching the larger, more premium Hyryder Urban Cruiser with the Suzuki. For the record, the now-discontinued Urban Cruiser was priced Rs 5,000-15,000 higher than the then Vitara Brezza.

The new Brezza has also gone up a notch in price and positioning, now priced between Rs 7.99 lakh and Rs 13.80 lakh (ex-showroom). In fact, the high-end variants are almost Rs 2.50 lakh more expensive than its predecessor. And so the Toyota version, after paying Suzuki’s license fee, would be even more expensive, tread close to the Hyryder’s mid-range variants, and both would still be powered by the same mild hybrid petrol engine of 1, 5 liters

Why Brezza positioning works for Maruti?

Unlike Toyota, Maruti Suzuki has the advantage of having two separate sales channels – Arena and Nexa. While the Brezza is sold through the Arena, the Grand Vitara is sold through the Nexa. This means that there is no real overlap and no real cannibalization.

So proximity to price doesn’t matter that much for Maruti and the more options it offers to customers, it really helps it attract more customers to its towpath.

While we may not get a direct replacement for the Urban Cruiser, Toyota has kept the brand alive by using it as a prefix in front of the Hyryder name. The car company could also use this name in future products.

Toyota will do more joint badge designs and facelift exercises with Maruti and Suzuki. An example is its version of the new Maruti Baleno as the Toyota Glanza, which this time has a completely different look. And so will the cars of the future.

Toyota will soon introduce the next generation Innova MPV (Innova Hycross) in India on November 25 and will also spawn a Maruti derivative in the future.

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