Maruti Suzuki decision against to offer a two-wheel-drive (2WD) variant of the Jimmy SUV is strategic move to maintain the vehicle’s reputation as a capable off-roader. By making all Jimmy SUVs four-wheel drive, It emphasizing the Jimmy’s ability to handle challenging terrain and maintain its appeal among-off road enthusiasts.
Despite being tailor for Indian preferences with an expanded five- door layout, has struggled to achieve impressive sales figures since its introduction, consistently hovering around 3,000 units per month.
Jimmy underwhelming sales performance can primarily linked to two key considerations. Its niche market positioning as an off-roader and a slightly optimistic pricing, which ranges from Rs. 12.48 lakh to Rs. 14.89 lakh (ex-showroom). Mahindra Thar was initially offer introduced as a four-wheel-drive vehicle , but a two-wheel drive option was subsequently added, that has garnered significant customer traction.
As per the Shashank Srivastava, senior executive director, Sales and Marketing, Maruti Suzuki India, A 2WD variant of the jimmy would be incongruous with the Jimmy’s established brand identity as a dedicated off-roader.
Srivastava restated Maruti Suzuki’s stance on not offering a two-wheel -drive Jimmy, confirming our earlier report. He insisted that a 2WD Jimmy would undermine the brand’s established image as a capable off-road vehicle. Therefore, Maruti Suzuki will only sell the jimmy in its 4WD form. Company commitment to a 4WD – only Jimmy was reaffirmed at a press conference on December 1, corroborating our earlier reporting.
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Aiming to boost the Jimmy’s underwhelming sales performance, Maruti suzuki rolled out generous incentives of up to Rs 1lakh during Diwali. In a bid to further boost sales, the automaker has unveiled an even more audacious pricing strategy commencing in December. Base manual transmission models variants has been slashed by a substantial Rs 2lakh, resulting in a starting at Rs 10.74 lakh (ex-showroom).
This temporary offer is seeks to reinvigorate the Jimmy’s sales trajectory. Srivastava elaborated that the initial bias towards manual variants, causing considerable price reduction was a deliberate move. Largely as of the scarcity of parts for automatic variants. Nonetheless, supply chain has undergone significant progress, resulting in a more equitable production mix.
