Maruti Ertiga SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 2413

SWOT analysis of Maruti Ertiga analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Maruti Ertiga SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Maruti Ertiga to benchmark its business & performance as compared to the competitors and industry. Maruti Ertiga is one of the leading brands in the automobiles sector. The table below also lists the top Maruti Ertiga competitors and elaborates Maruti Ertiga market segmentation, target group, positioning & Unique Selling Proposition (USP).

Maruti Ertiga SWOT, Competitors, Marketing STP & Brand analysis Table
Maruti Ertiga Brand Analysis
Parent Company

Maruti Udyog Limited MUL





Tagline/ Slogan

“A Feeling called LUV” – Life Utility Vehicle


Large size, comfortable family car that handles like a hatchback

Maruti Ertiga STP

Growing urban middle class

Target Group

Price-sensitive families with 2 or more children


An MUV which offers lots of seating space without compromising on price

Maruti Ertiga SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Maruti Ertiga. Strengths are:

1. Hard to beat value for money for a 7-seater MUV.
2. Interior design picks up best features from the Maruti Swift and the new Maruti Dzire to create an overall premium feel.
3. High on practicality, for example - individual air vents for each back seat instead of at the center, legroom in rear seats can be adjusted.

4. Handling is smooth, like a car and is a breeze to drive.

5. Maruti has a strong after-sales service and extensive dealer network.

6.Strong parent brand means good advertising and branding


Here are the weaknesses in the Maruti Ertiga SWOT Analysis:

1. Several features missing even in top model which are present similar offerings by competitors.
2.  Limited geographically as compared to global automobile brands in this segment


Following are the Opportunities in Maruti Ertiga SWOT Analysis:

1. Early mover in a relatively nascent MUV sector
2. Only MUV apart from the Toyota Innova to have a petrol variant. Strong 
3. Increasing number of middle class families in India with higher purchasing powers.


The threats in the SWOT Analysis of Maruti Ertiga are as mentioned:

1. Almost all manufacturers have MUV of their own in the pipeline which can undercut Ertiga on price or may offer better features.
2. Saturated market for automobiles with dozens of models for all types of customers.

3. Higher fuel costs and fluctuating economic conditions

Maruti Ertiga Competition

Below are the top 3 Maruti Ertiga competitors:

1. Honda Mobilio
2. Toyota Innova
3. Mahindra Xylo

The brandguide table above concludes the Maruti Ertiga SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Maruti Ertiga. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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