For years, Toyota Fortuner has held its ground in the Indian automotive market and is also known as an aspirational vehicle. Highly known for its pricey nature, and a representation of success and influence, many have absolutized it as a status symbol. But that has also sparked debate about whether its popularity is actually earned through its merits as a vehicle or is more about its image. But critics point out that there are more refined and feature rich vehicles at similar price points sometimes even more capable. Many buyers choose the Fortuner more for what it represents socially than for its actual automotive qualities, they suggest. However, supporters will have you believe that the Fortuner is popular because it’s reliable, has great resale value and is really versatile. But its widespread use by politicians and businesspeople has also cemented the status symbol image. It prompts us to think about consumer behaviour in the premium SUV segment: are people choosing cars based on rational automotive criteria or do they make their decisions based on social perceptions and what image they want to have? Is the Fortuner’s status in India masking its real strengths and weaknesses as a vehicle?