Toyota Rumion: The Toyota utility vehicle launch takes the Indian car market by storm The Indian car market history has a new name in its charts now, the name is no other than Toyota that has now added another remarkable vehicle to it portfolio in the Indian car market, the Toyota Rumion.
This tactful entry is the result of Toyota apprehended the trend line of changing consumer aspirations in Indian value-sensitive market, where consumers gradually aspire for up-market designs combined with high-end features without paying for the same premium amount.
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Toyota Rumion strategic positioning in the competitive industry
Rumion competes in a hotly contested category where more brands are fighting to catch the eyes of first-time SUV shoppers or hatchback upgraders (without hitting them in the wallet). T
oyota’s strategy with the Rumion has been to use their world design strengths and then tweak certain aspects for the Indian taste and lifestyle.
The Rumion is being introduced at an opportune time, observes industry analysts, as consumer demand for vehicles with high seating positions and a commanding view of the road has begun transcending from the more expensive vehicle segments to the less expensive ones.
The timing of Toyota’s entry allows the Rumion to cash in on this shift and that too with the Toyota reliability and service network — the two factors whose importance still greatly dictate purchase decision in India.
Design: Visual Appeal, Designed Just for You
The look of the Rumion strikes a nice middle ground between SUV styling cues and real-world needs.
Its front design makes a bold statement with a high gloss grille with chrome accents (except base, Trend & Titanium CVS), complemented by sleek, slender halogen projector headlamps with LED daytime running lights, offering a premium accountability light* signature.
Fog lamp housings with chrome surrounds integrated into the bumper, add visual interest and help convey the image of width.
The detailed wheel arches are another point of emphasis, with Kia using 16-inch wheels to fill them up, albeit with machine finish on the alloys for a suitable look and feel at this price point.
The roofline remains at a sensible height all the way through, the better to make the most of internal space, while black plastic cladding along the lower part of the body adds an air of ruggedness that doesn’t feel overdone.
The raised ground clearance provides enough space to ensure it looks like an SUV, although it’s also identical for use in the city.
To the rear, wrap-around tail lamps with LED lighting signature emphasise the considerable width and the tailgate itself is divided equally between glass and bodywork, with a practical low loading lip for ease of use throughout the everyday.
Rear bumper chrome garish adds the luxury touches that separate Rumion from strictly utilitarian entries in its class.
Toyota Rumion Inside: Premium Features That Matter
Get in and you’ll see where Toyota has expended its efforts in order to provide a luxury package while still keeping costs down.
The dashboard is layered with colors and textures that provide a level of visual depth usually reserved for more expensive cars.
The centrepiece is the 7-inch touchscreen infotainment system which will connect with smartphone (surely that’s all we need now?_) and meets the technological requirements of the modern consumer without the complication of superfluous features.
Seating surfaces are rendered in good-quality fabric with contrast stitching in base versions and the higher rungs get leatherette upholstery that creates the premium look and feel of leather without the price tag.
Up front, sat-in chairs are more bolstered and lumbar enabled than is par for the course with such a downmarket vehicle.
Attention was paid to touch points in the cabin with soft touch material on the door armrests and center armrest, while piano black accents and chrome surrounds on air vents and controls give a more premium feeling to the cabin.
These kind of thoughtful inclusions add up to give an impression of quality that is unusually good for the price point.
Real Life Functionality with Real Premium Feel
Inside, Toyota’s flexible space use engineering is clear – there are seats for five adults as well as their bags, all integrated without the typical claustrophobia of cheap cars.
When more space is needed the rear seats will split 60:40 to open up an already spacious cargo area, and there are convenient storage spaces positioned around the cabin to hold the things you use every day.
Climate control options are also there including rear AC vents (which becomes important for Indian climate), power windows, electrically adjustable mirrors, remote keyless entry to meet the basic need of convenience aspects.
The up models offer autostart AC,smart entry) an rear wiper with defogger that will significantly improve the ownership experience without hurting the price positioning.
Powertrain and Driving feel
At the same time, buyers also have the ability to select the rather underwhelming-sounding 1.5-liter naturally aspirated petroleum motor, or the equally-sized mild hybrid variant that tries to split the difference between performance and fuel economy.
The engines have been tuned to suit the Indian driving conditions and have been tuned for low-end torque – this tunes are more suited to urban use, especially where quick acceleration is required from standstill.
Transmission choices comprise a 5-speed manual and an automated manual transmission (AMT) that provides the ease of two pedal operation, without necessarily the expense of a full blown automatic.
The suspension is set for ride quality over sporty handling, which works quite well considering Indian road conditions, with adequate body control during changing directions.
Noise, Vibration, Harshness(MNVH): With extended use of sound insulating material in key sections, the A-segment cabin provides a distinctive feeling beyond its class.
And this care of acoustical comforts are what adds a whole new level of premium-ness to it despite its accessible and affordable price.
Impact on the Market and Response by End Users
Due to the introduction of the Rumion, rival manufacturers are scrambling to rethink their strategy for the low cost PREMIUM segment, with many announcing refresher facelifts involving upmarket enhancements in line with the Rumion.
So, instead of a bloodbath, industry experts say this competition would be good for customers, who will benefit from better offer of products in the segment.
Consumer reaction has been very favorable, Toyota says, with initial orders exceeding the company’s forecasts.
What is interesting to us is that among the younger customers who used to think the Toyota brand is too mature, there is some appeal for driving a C-HR.
The Rumion’s combination of modern styling and useful amenities and trusty performance is a product that has worked beyond Toyota’s expectations for this target group of customers.
Toyota Rumion Conclusion
Three cheers for the Toyota Rumion for turning ordinary Indian autowalas into a posh lot. With upmarket design and luxury-appointment touches that include extensive soft-touch surfaces and the types of high-end materials typically not found in the segment, Toyota is hoping to establish its Supra in a class of its own.
With consumers becoming more and more demanding, the Rumion’s formula of generous dollops of luxury in a budget package could be the way forward for India’s tough-as-nails automotive market.
For the moment at least, it’s proof you don’t have to break the bank when you know what the market wants and the customer requires.
