Toyota Rumion is an intriguing new 7-seater mini-MPV launched by Toyota in India in 2023. As most automobile enthusiasts may already know, the Rumion is essentially a badge-engineered version of the popular Maruti Suzuki Ertiga MPV, produced as part of the strategic Toyota-Suzuki technology sharing alliance.
What is badge engineering and why is Toyota doing it?
Badge engineering refers to taking an existing vehicle already sold under one brand, making minor styling changes to visually differentiate it, and then marketing it under a different brand name. This allows automakers to leverage an existing product to expand into new vehicle segments and capture additional market share through a differentiated brand image, without investing heavily to develop an entirely new model.
“Badge engineering is a tactic automakers use to quickly expand model lineups by reusing existing technical platforms while providing more choices to car shoppers” – Digital Trends
Globally, Toyota has partnered with smaller automakers like Subaru, Mazda, and Suzuki to jointly develop new platforms and vehicle technologies to reduce costs. Specifically for India, Toyota realized a need to diversify into fast-growing utility vehicle segments, especially MPVs which make up 5% of car sales.
However Toyota lacked competitive products beyond the Innova Crysta. This is where through the partnership, Toyota was granted access to Maruti Suzuki’s popular MPV architecture seen on the Ertiga. By lending its badge, Toyota aims to take this already proven vehicle formula to offer an MPV that brings together the practicality and value Maruti is renowned for, infused with Toyota’s legendary quality, durability and premium ownership experience that Indian buyers desire.
Toyota Rumion Target Audience
As the badge engineering effort reveals, Toyota has positioned the Rumion MPV to appeal both to fleet customers needing affordable, hauling utility, as well as a family audience seeking sophistication beyond barebones transportation appliances.
The Rumion seems intended to straddle this fleet-corporate divide, also attracting personal buyers wanting to subtly exhibit their premium purchase power. The Rumion allows Toyota to ensnare buyers desiring the practicality and widespread service network of Maruti Vitara Brezza underpinnings, clad in the comfort of Toyota’s trusted brand halo.
Exterior Design and Style
Even though fundamentally it shares the Heartect platform and majority of components with the cost-conscious Maruti Suzuki Ertiga, Toyota has thoroughly upgraded the styling inside-out to help the Rumion adopt a more contemporary, upscale identity:
Key exterior changes over donor Ertiga include:
- All new front fascia featuring Toyota’s signature trapezoidal grille flanked by sharp LED projector headlamps with integrated LED DRLs
- Distinct bumpers and skid plates with chrome accents
- Side profile treatment borrows cues from the Innova Crysta
- New dual-tone 16-inch twin-spoke machined alloy wheel design
- Additional body kit cladding and roof rails add SUV-inspired ruggedness
- Exclusive color options include Pearl White, Silver, Gray, and Midnight Black
However, keen observers would notice the overall dimensions, roofline, doors, glass areas and rear profile remain nearly identical to the Maruti donor vehicle.
This is an expected artifact of the badge engineering process. But to the average buyer in this segment, the Rumion undoubtedly looks more contemporary, handsome and upscale compared to its Suzuki brethren.
Interior Design, Space and Comfort
Step inside the cabin, and the Rumion greets occupants with familiarity. The interior design and layout are intrinsically similar to the Maruti Ertiga, apart from the unique 3-spoke steering wheel bearing Toyota’s logo in the boss, constantly reminding users they are inside a Toyota product.
Beyond this subtle reminder, most other elements including the upholstery, door pads, instrument cluster, center stack, automatic climate control and storage areas appear near identical to the no-frills Maruti donor MPV.
However in terms of space, seating and practicality, the Rumion carries forward the core strengths:
Interior space and storage:
- 3 roomy rows of seating allowing 7 adults to travel comfortably
- Middle row captain seats slide and recline for flexible passenger-cargo space
- 50:50 split and foldable 2nd and 3rd row seats enhance storage versatility
- 204 liters of boot space, extends up to a useful 550 liters
- Intuitive seat folding procedure via remote levers
- Roof mounted rear AC ensures quicker cooling
Comfort and convenience features:
- Height adjustable driver seat
- Tilt adjust for steering wheel
- Automatic climate control on top variants
- Front center armrest with storage
- Bottle holders and charging sockets for second and third row
- Cooled glovebox
Overall, the Rumion’s interior remains highly practical, spacious and flexible akin to any family-oriented MPV. While plushness lags premium SUVs, modern essentials are covered allowing it to handle family duties.
Powertrain Options and Driving Dynamics
The Toyota Rumion carries forward the Maruti Ertiga’s petrol powertrain options:
| Engine Variant | Power | Torque | Transmission |
|---|---|---|---|
| 1.5L K15B – Manual | 103 bhp | 136 Nm | 5-speed Manual |
| 1.5L K15C Mild-Hybrid – Automatic | 103 bhp | 136 Nm | 6-speed Torque Converter Auto |
Both engines feature Suzuki’s progressive smart hybrid technology – integrating torque assist, brake energy regeneration and idle start-stop functions.
In terms of driving feel – the Rumion offers relaxed, predictable performance whether navigating through urban jungle or outpacing highway traffic. The option of a 6-speed auto maintains effortless acceleration while maximizing mileage. Manual mode with paddle shifters amps driver involvement when needed.
As part of the badge engineering process, Toyota engineers have incorporated subtle mechanical tweaks to powertrain and suspension mapping aiming to offer a plusher, quieter driving experience compared to Maruti donors:
Ride and handling:
- Retuned suspension aims for better bump absorption on uneven roads
- Minimized body roll around corners aids stability
- Reworked steering gear ratios assist maneuverability at low and high speeds
- Improved NVH insulation reduces engine noise intruding cabin
- 20% stiffer chassis improves robustness and safety
So while performance and capability metrics like power, torque etc remain similar, the Rumion does drive noticeably more muted and refined.
Fuel Efficiency
One key criteria for Indian buyers involves fuel efficiency, given high petrol prices. The Rumion returns respectable ARAI certified mileage:
Fuel Economy:
- Manual: 20.51 km/l
- Automatic: 20.27 km/l
What impacts the Rumion’s fuel efficiency?
In realistic Indian driving conditions, owners can expect around 16 km/l from the manual and 15 km/l from the automatic variants.
Multiple factors affect real-world mileage – engine load, traffic conditions, variant’s gear ratios, tire pressure and individually driving behavior – acceleration/braking patterns and cruising speeds.
The automatic gearbox is particularly eager to upshift early into taller ratios – maximizing efficiency but sap responsive performance. Overall the Rumion returns practical fuel economy if driven sedately. For best economy, operating in 65-100 kmph highway cruise with minimum passengers and cargo is advised.
Ride Quality and NVH
The Rumion surprises with its pliant ride quality that adeptly absorbs imperfections on broken Indian roads. The suspension setup offers adequate cushioning between passengers and surface undulations. The chassis and cabin insulation works to minimize the intrusion of road and tire noise into the cabin.
Toyota engineers have used more sound-deadening materials and worked specifically on improving Noise, Vibration and Harshness characteristics aiming to live up to the brand’s premium ownership experience:
Key NVH improvements:
- Cabin insulation increased by 30% over donor vehicle
- Improved door seals restrict wind and road noise
- Anti-vibration dampeners added at strategic mounts
- Additional acoustic absorption pads minimize engine noise
- Revised aerodynamic elements reduce turbulence
While not segment-leading, the Rumion’s noise insulation helps it chart the middle ground between affordable fleet-spec vehicles and plush premium SUVs. Overall the focus on ride comfort suits its family MPV positioning.
Variants, Pricing and Ownership Considerations
The Rumion is available in a single top-end ZX variant:
| Variant | Price |
|---|---|
| Rumion ZX | Rs 10 – 12 Lakhs |
This means Toyota is avoiding the mistake of badge-engineering multiple variants and positioning the Rumion clearly as a premium offering over donor Maruti counterparts priced between Rs 8 – 10 Lakhs.
However this pits the Toyota against more established rivals like Kia Carens, Mahindra Marazzo and Maruti Ertiga VXi. Why should buyers consider the new Rumion over tested alternatives?
Key advantages Toyota Rumion offers:
- Modern, sophisticated Toyota design over aging Maruti exterior
- Lower waiting period vs other popular Toyotas
- Comparable pricing but higher resale value from Toyota badge
- Better standard warranty coverage – 3 years or 100k km vs Maruti’s 2 year, 40k km basic warranty
- Option of brand’s trusted after-sales service vs Maruti’s overburdened network
- Focus on improved NVH insulation for comfortable family duties
- Toyota’s legendary quality and durability credentials
Therefore the Rumion finds itself a value sweet-spot – appealing to budget-focused buyers wanting the frugality and practicality of Maruti mechanics shrouded in the comfort of Toyota’s trusted brand image and ownership experience.
Verdict – Ideal Blend of Sensible and Sophistication
The Toyota Rumion effectively straddles the line between cost and comfort, making a compelling case as a reliable, no-nonsense 7-seater family vehicle for growing Indian families seeking sophistication that looks beyond barebones basic transportation appliances.
It artfully combines the utilization, parts commonality and widespread network familiarity of its Maruti Suzuki donor vehicle, with Toyota’s renowned emphasis on quality, attention to detail, premium ownership experience and resale value retention.
While similarities to its Suzuki brethren peek through upon close examination, the Rumion mostly maintains an exterior mystique and driving experience keeping in line with the Toyota brand ethos. Buyers considering a frugal but thoughtfully engineered, feature-packed MPV warrant a test drive to discern whether the Rumion clicks their checklist.
For those prioritizing cabin space, seating flexibility, Toyota’s trust halo and respectable fuel economy in their next family upgrade, the rookie Toyota Rumion now introduces itself as an intermingling of sensible and sophistication.
