Maruti Suzuki’s recent launch of the Thunder Edition for its lifestyle SUV, the Maruti Suzuki Jimny, back in December 2023, aimed to bolster sales of this off-roader, proving to be a successful strategy. However, this special edition was introduced as part of a limited-run plan. In a conversation with Shashank Shrivastava, Senior Executive Officer, Marketing and Sales at Maruti Suzuki, it’s been revealed that the automaker is gearing up to significantly reduce the discounts offered on the Jimny starting from January 2024.
During the final months of 2023, discounts on the Maruti Suzuki Jimny reached up to 1 lakh rupees. Despite this, the brand has decided not to decrease the SUV’s prices to boost sales. This strategic shift comes in the wake of Maruti Suzuki’s recent announcement of an impending price hike across its lineup, scheduled to take effect this month. The company will disclose the specific magnitude of the price hike shortly.
The Maruti Suzuki Jimny, available in Zeta and Alpha variants, houses a 1.5-litre NA petrol engine with a five-speed manual and four-speed torque converter. This robust engine channels power to all four wheels, generating an output of 103bhp and 134Nm of torque.
The decision to reduce the discounts on the Maruti Suzuki Jimny indicates a change in Maruti Suzuki’s approach towards pricing strategies and sales incentives for their popular off-road-oriented model. This move signifies a departure from heavy discounting and aims to maintain the SUV’s value proposition without slashing its base price.
The Maruti Suzuki Jimny has garnered attention for its rugged capabilities, appealing design, and robust performance, making it a coveted choice among enthusiasts and adventure-seekers. Its distinctive styling and commendable off-road capabilities have solidified its position as a unique offering in the Indian automotive market.
As Maruti Suzuki Jimny prepares to adjust the discounts on the car and implements an impending price hike, the company seems poised to maintain the SUV’s market appeal and reinforce its stance in the competitive SUV segment. This strategic decision reflects the brand’s commitment to balancing demand and value, ensuring a sustainable market presence for Maruti Suzuki Jimny moving forward.
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