Toyota Urban Cruiser Taisor: Reshaping India's SUV Landscape
Toyota”s latest offering, the Urban Cruiser Taisor, has swiftly captured the attention of the Indian market since its launch just a month ago. With a price range spanning from Rs 7.74 lakh to 13.04 lakh (ex-showroom), this SUV has already made significant strides in terms of bookings. While concrete sales figures are yet to be unveiled, insights from dealers shed light on the current landscape.
A notable revelation is the striking preference for the 1.0-litre, three-cylinder turbo-petrol engine, which has secured over 45 percent of the total bookings. This stands in stark contrast to the Fronx, where the same engine accounted for a mere 10 percent. The pricing strategy seems to play a pivotal role here, with the petrol version of the Taisor commanding a premium over its Fronx counterpart. However, the turbo versions are priced identically, potentially indicating a strategic move by Toyota to absorb the additional cost associated with Maruti”s powertrain, without passing it on to the buyers.
In terms of transmission, approximately 55 percent of the demand for the turbo variant leans towards the manual gearbox, showcasing a preference for traditional driving experiences. Nonetheless, Toyota reports encouraging responses to the 6-speed torque converter auto option available with the 1.0-litre turbo engine.
Color preferences among buyers provide further insights, with Cafe White emerging as the frontrunner, closely followed by Gaming Grey, Sportin Red, and Lucent Orange. Additionally, the top-spec Urban Cruiser Taisor V variant enjoys the highest popularity among buyers, according to dealers, indicating a preference for premium features and specifications.
The entry-level E variant, which exclusively offers a CNG option, has secured 15 percent of the total bookings. This niche offering caters to a specific segment of the market seeking economical and environmentally friendly driving solutions.
Competing in the highly competitive SUV segment, the Taisor finds itself up against formidable contenders such as the Maruti Fronx, Nissan Magnite, Renault Kiger, Tata Nexon, Kia Sonet, Hyundai Venue, and the Mahindra XUV 3XO. Despite the stiff competition, Toyota”s positioning as the most affordable SUV in India has certainly struck a chord with consumers.
With its diverse range of variants and colours, coupled with a strategic pricing approach, the Toyota Urban Cruiser Taisor has swiftly carved a niche for itself in the Indian automotive market. As sales figures begin to trickle in, it will be intriguing to witness how this newcomer further solidifies its position amidst the competition and resonates with the discerning Indian consumer base.
