Subject category:
Marketing
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources
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Abstract
Maruti Suzuki India Limited (Maruti) introduced its globally glorified off-road sensation Jimny in the Indian market in the summer of 2023 with hopes of capturing the utility vehicle market and becoming the largest SUV maker in the country. Even though sales of Jimny increased for the first few months since launch, there was a drastic drop in sales. Maruti's positioning of Jimny as a lifestyle vehicle, directly competing with Mahindra & Mahindra's Thar, failed to resonate with Indian consumers. Analysts quickly pointed out the pricing mismatch, further denting Jimny's prospects. Despite India's SUV frenzy, Jimny struggled to find its footing, a stark contrast to its global triumph. The murmurs surrounding the destiny of the Jimny were amplifying. Had the globally acclaimed 4x4 off-roader suffered a devastating setback in India? Where did Maruti falter in its Jimny strategy? Would Jimny be able to make a comeback or compelled to retreat?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2024.
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 11 pages
Data source: Published sources
About
Abstract
Maruti Suzuki India Limited (Maruti) introduced its globally glorified off-road sensation Jimny in the Indian market in the summer of 2023 with hopes of capturing the utility vehicle market and becoming the largest SUV maker in the country. Even though sales of Jimny increased for the first few months since launch, there was a drastic drop in sales. Maruti's positioning of Jimny as a lifestyle vehicle, directly competing with Mahindra & Mahindra's Thar, failed to resonate with Indian consumers. Analysts quickly pointed out the pricing mismatch, further denting Jimny's prospects. Despite India's SUV frenzy, Jimny struggled to find its footing, a stark contrast to its global triumph. The murmurs surrounding the destiny of the Jimny were amplifying. Had the globally acclaimed 4x4 off-roader suffered a devastating setback in India? Where did Maruti falter in its Jimny strategy? Would Jimny be able to make a comeback or compelled to retreat?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2024.Related
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 11 pages
Data source: Published sources