Maruti Grand Vitara Vs Upcoming Escudo: A Larger But Cheaper SUV?

With anticipation building for Maruti Suzuki’s upcoming Escudo, there’s a growing hope among SUV enthusiasts and family buyers alike: will the Escudo be larger than the Grand Vitara? Judging by industry whispers and early reports, the answer looks promising - and it could mark a significant shift in Maruti’s SUV strategy.

The Grand Vitara is 4,345 mm in length. But the Escudo, codenamed Y17, is widely expected to surpass this figure. Multiple sources suggest its length could fall between 4,330 mm and 4,365 mm, potentially even matching or slightly exceeding rivals like the Kia Seltos, which measures 4,365 mm. This extra length isn’t just a number on a spec sheet. It translates into more cabin space, improved rear-seat comfort, and a larger boot, all of which are key considerations for Indian families.

What makes the Escudo’s expected size even more intriguing is its positioning. Despite being priced below the Grand Vitara and sold through the mass-market Arena dealership network, the Escudo is set to offer greater dimensions and practicality. This move could disrupt traditional segment hierarchies, giving buyers a more spacious alternative without the Nexa price premium.

Family-Focused Practicality

The hope is that the Escudo’s longer wheelbase and increased overall length will directly benefit families, offering not just more legroom, but also a boot that outclasses the Grand Vitara’s 373 liters. For road trips, shopping hauls, or simply stretching out in the back seat, these enhancements could make the Escudo a new favorite for those who value space above all.

A New Benchmark for Maruti?

If Maruti delivers on these expectations, the Escudo could set a new benchmark for what Indian buyers can expect from a mid-size SUV in terms of space and value. It’s a bold move: offering a larger, roomier SUV at a more accessible price point. For buyers who have always wanted the Grand Vitara’s space but at a more approachable price, the Escudo could be the answer they’ve been waiting for.

Wouldn't such an SUV cannibalise the Grand Vitara?

Introducing a larger, more spacious SUV at a lower price point does raise the question of whether the Maruti Escudo could cannibalise sales of the Grand Vitara. However, Maruti Suzuki appears to be taking deliberate measures to minimize this risk.

Feature Differentiation: Maruti is expected to omit certain premium features such as a panoramic sunroof or a fully digital instrument cluster from the Escudo. This is a strategic move to ensure the Grand Vitara retains its appeal as the more premium, feature-rich offering, even if the Escudo offers more space for less money.

Dealership Segmentation: The Escudo will be sold through Maruti’s Arena dealership network, targeting mass-market buyers, while the Grand Vitara will continue to be retailed via the more upmarket Nexa outlets. This clear separation helps position the Escudo as a practical, value-driven choice, and the Grand Vitara as a premium lifestyle SUV.

Pricing Strategy: The Escudo is set to be priced below the Grand Vitara, making it accessible to buyers who might find the Grand Vitara out of reach, but still want a larger vehicle than the Brezza

Target Audience: By focusing on practicality, space, and affordability, the Escudo is aimed at families and buyers prioritizing value, while the Grand Vitara will continue to attract those seeking a more premium experience with advanced features and a higher brand positioning

While some degree of cannibalization is inevitable when two products overlap in size or price, Maruti’s approach is to expand its overall market share rather than simply shifting buyers from one model to another. The company’s broad portfolio strategy has historically allowed it to capture customers across different price points and needs, often at the expense of competitors rather than its own models.