The Indian lifestyle off-roader SUV segment witnessed a remarkable transformation with the introduction of the new Thar by Mahindra in 2020. Since its release, the Thar has been the most popular vehicle among off-road experts leading its category in sales. However, Maruti Suzuki has stepped into the ring with its 5-door Jimny, posing a challenge to the reigning champion. Now let's explore the competition between these two competitors.
Sales Comparison: Mahindra Thar Vs Maruti Jimny
Maruti Suzuki introduced the 5-door Jimny to the Indian market in June 2023, aiming to compete with rivals like the Mahindra Thar and Force Gurkha. Despite its less imposing appearance compared to its competitors the Jimny offers the practicality of five doors and delivers a capable off-roading experience suitable for city driving. But how do their sales numbers compare?
In June 2023, Mahindra sold 3,899 units of the Thar, while Maruti managed to move 3,071 units of the Jimny. These initial figures were expected, given the Thar's established popularity. Maruti anticipated that Jimny's sales would pick up over time, but that expectation did not materialize.
In July 2023, Mahindra outperformed Maruti once again, selling 5,265 units of the Thar compared to Jimny's 3,778 units. The gap widened further in August 2023, with Thar leading by 2,847 units. Despite hopes for a turnaround in September 2023, Jimny failed to gain momentum.
The Thar continued its dominance outselling the Jimny by 2,766 units. By October 2023, the gap widened to 3,741 units, dealing a severe blow to Jimny's prospects. In November 2023, Maruti Suzuki sold a mere 1,020 units of the Jimny, while Mahindra moved 5,810 units of the Thar, maintaining a substantial lead.
The Impact of Thunder Edition on Sales
Recognizing India's price-sensitive market, Maruti Suzuki introduced the Jimny Thunder Edition in December 2023, offering a Rs. 2 lakh discount on ex-showroom prices and complimentary accessories worth Rs. 25,000. However, this move failed to reverse Jimny's declining sales, with only 730 units sold compared to Thar's 5,793 units.
In January 2024, Mahindra Thar achieved its highest-ever sales of 6,059 units, while Maruti Jimny recorded a meager 163 units sold. This significant contrast in sales highlights a clear pattern, with Jimny's monthly sales declining consistently since July 2023. By January 2024, Jimny ranked as the lowest-selling Maruti car.
Conclusion
While the Jimny 5-door model possesses its unique charm, it lacks the rugged appeal of the Thar or the adorable allure of the global 3-door model. Although the Jimny offers its distinct features, consumers either seek robust aesthetics in their off-roaders or expect more competitive pricing. Had Jimny been priced more competitively, the sales landscape might have been different.