Suzuki is drawing a line in the sand when it comes to sharing two of its most legendary nameplates, the Jimny and Swift, with partner Toyota. Despite a successful badge-engineering collaboration on vehicles like the RAV4 and Across in Europe, Suzuki feels these iconic models are too close to the heart of their brand DNA.
Toyota had envisioned selling its own version of the rugged Jimny as a more affordable 4×4 option compared to its existing SUV lineup. And the Swift’s enduring hatchback appeal made it an enticing addition to Toyota’s portfolio. But Suzuki has firmly rebuffed these requests, even as Jimny sales decline, unwilling to risk diluting these core models just for volume gains.
A Suzuki spokesperson compared it to asking Toyota to rebadge its legendary Land Cruiser, models that define what a brand stands for aren’t meant for sharing. Both companies mutually respect that certain vehicles are off the table.
For tiny Suzuki, the Swift and Jimny represent cornerstones of their identity, imbued with decades of heritage. So while the two brands continue to benefit from platform and vehicle swaps in certain markets, Suzuki is drawing a line to protect what truly makes them who they are. Some things are sacred, even in mutually beneficial partnerships.
