Badge engineering, a practice where automakers rebrand and sell each other’s products with minor changes, has been widely used by Maruti and Toyota. Let’s delve into the comparison between Toyota Rumion and Maruti Ertiga to understand the effectiveness of badge engineering on engine efficiency and variants.
The Badge Engineering Trend
The trend of badge-engineered products began with Glanza and Baleno, followed by bigger changes with the Toyota Hyryder and the Maruti Grand Vitara. Now, Toyota introduces the Rumion, a rebranded Ertiga, with some design tweaks, a new color scheme, and similar features.
Powertrain and Options
The Rumion offers a petrol powertrain, a torque converter automatic, a manual gearbox, and an upcoming CNG version. These options cater to diverse customer preferences.
The Buyer’s Perspective
For buyers, it raises questions about choice and appeal, as essentially the same car is sold under different badges. However, badge-engineered cars help automakers meet new norms like CAFE, ensuring a cost-effective solution for better fuel efficiency across their entire fleet.
Impact on Sales and Identity
Rather than cannibalizing Ertiga sales, the Rumion increases visibility and attracts new buyers with its distinctiveness. The practice of badge engineering makes one model more appealing by giving it a different identity.
While cars like the Hyryder and Grand Vitara are vastly different, the Glanza and Baleno are more alike. Examining the Rumion and Ertiga showcases how badge engineering can enhance engine efficiency and product offerings without incurring substantial costs.
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