Business Standard

Toyota Glanza, Baleno spinning tracks for millennial, first-time car buyers

The rebadging experiment is the outcome of a broader agreement that Toyota Motor Corp and Suzuki Motor Corp stitched up in March 2018

Toyota Glanza

Toyota Glanza

Shally Seth Mohile Mumbai
Sanjay Gupta, a Delhi-based businessman recently bought a Toyota Glanza, a rebadged a Suzuki Baleno for his 22-year-old son. He chose a premium hatchback for his son’s first drive and the Glanza ticked most of the boxes. Most importantly, his choice got an instant stamp of approval from his son, a freshly minted engineering graduate from IIT Delhi. 

Why did the Guptas choose the Glanza over the Baleno? Same car, just different names after all. It was the overall sales experience at the Toyota dealership, attractive warranty offerings and the premium positioning that swung the deal, said Gupta.  

For marketers who have

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: Aug 28 2019 | 9:29 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers.

Register to