Suzuki won't let Toyota rebadge these 2 cars

Toyota currently markets a number of rebadged Suzuki models courtesy of a wide-ranging global alliance. But 2 nameplates are reportedly completely off limits…

In South Africa, Toyota’s current line-up includes a trio of rebadged Suzuki models – the Celerio rebranded as the Vitz, the Baleno rehashed as the Starlet and the Ertiga becoming the Rumion – along with the Grand Vitara-based (though Toyota-built) Urban Cruiser. But a report out of India claims Suzuki has “politely declined” a request from Toyota to add the Swift and Jimny to that list.

Yes, according to the folks over at Autocar India, Suzuki told Toyota that the Swift hatchback and Jimny 4×4 were strictly off the table.

*The Swift is Suzuki Auto SA’s most popular nameplate.*

“Toyota wanted to badge engineer the Jimny and Swift but we politely declined. It’s like asking Toyota to let us badge engineer the Land Cruiser. Models that are at the heart of our brand are not meant for sharing and both companies respect that,” an unnamed Suzuki source told the Indian publication.

The Swift is easily Suzuki Auto South Africa’s best-selling nameplate, with well over 15 000 units registered around the country in 2023 alone. Though the Jimny isn’t positioned as an out-and-out volume driver like the Swift, it’s arguably one of the Japanese brand’s most recognisable models, with a heritage that stretches all the way back to 1970.

*The Jimny traces its roots back to 1970.*

Though the final numbers are not yet in, we do know the Vitz outsold the Celerio in Mzansi in 2023 despite not being on the market for the entire year (Toyota did, however, offer a significant discount to drive sales, a promotion that continues to run today). The Starlet easily outdid the Baleno on the sales charts last year, while the Urban Cruiser outgunned the Grand Vitara. Interestingly, though, the Ertiga proved more popular than the Rumion.

Of course, South Africa doesn’t receive the Toyota Belta, a rebadged Suzuki Ciaz offered in some other African and Middle Eastern markets, since Prospecton already builds a budget sedan in the form of the Corolla Quest. Fascinatingly, in Europe, it’s Suzuki that markets rebadged Toyota models. For instance, the Suzuki Across is a lightly disguised RAV4, while the Swace is a rebranded Corolla wagon.