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High expectations surround the Suzuki Jimny 5-door as it made its grand entrance into the Indian market in early 2023. Impressions and videos from India have already been circulating, building anticipation for its eventual release in Japan. Yet, one question lingers: why isn’t the striking red body color available in Japan?

In India, the Jimny 5-door boasts a straightforward lineup comprising two grades: “Zeta” and “Alpha.” In addition to classic monochrome options like white, blue, and gray, Indian customers have the opportunity to choose from two-tone body colors like “yellow/black” and “red/black.” It’s the absence of the red hue that piques curiosity in Japan. While similar shades are available, red remains conspicuously absent.

The reason behind this color discrepancy appears to be rooted in regional preferences. Once upon a time, red cars were all the rage in Japan, particularly “red sports cars” that were the envy of many drivers. This penchant for red extended beyond sports cars to minivans and rugged 4WD vehicles. However, a prevailing perception emerged that “red paint fades easily,” which led people in rain-prone Japan to steer clear of the color.

Mazda played a pivotal role in reshaping the perception of red. Starting with the CX-5 in 2012, Mazda adopted red as the image color for their models, introducing hues like Soul Red Premium Metallic, Soul Red Crystal Metallic, Artisan Red Premium Metallic, and more. The rarity of red in other automakers’ offerings helped Mazda’s red colors gain popularity. These hues appealed to drivers who desired a car with a distinctive personality that set them apart.

Interestingly, there is a parallel between fashion and cars in Japan. Just as primary colors tend to be popular during good economic times and achromatic colors during bad times, a similar trend is observable in car color preferences. In the late 2010s, Japan experienced an outdoor boom, influencing fashion and car colors alike. During economic prosperity, bright outdoor fashion and car colors were prevalent, but as the trend shifted towards low-visibility colors, these too gained prominence in the automotive world.

The Jimny 5-door aligns with this trend by offering both “low-visibility colors” that blend with nature and “high-visibility colors” like yellow, catering to professionals such as forestry workers. Jungle green is the most favored color among buyers, followed closely by black and ivory, despite Suzuki initially promoting yellow as its image color.

Surveys by a research company reveal that red remains the top choice for a “cool car” in countries like India, Thailand, Vietnam, and Indonesia. In Asia, which is currently experiencing rapid motorization, the allure of the color red remains strong.

While Suzuki did have red options in some of its earlier models, such as the first-generation Escudo and X-90, the urban-oriented colors didn’t align with the image Japanese consumers had of wild SUV styles, limiting their popularity.

Suzuki, however, isn’t ruling out the possibility of offering red in Japan in the future, should the market demand it. Given current Japanese tastes, colors like sand beige and blue-gray might become more popular choices down the road.

Even half a decade since its initial release, the Suzuki Jimny continues to command the spotlight, boasting a staggering one-year waitlist for prospective buyers. The extraordinary success of this compact SUV can be attributed to the skyrocketing popularity of SUVs in general, accounting for a substantial 30% of new small and regular passenger cars sold. SUVs have overtaken minivans, establishing themselves as the most sought-after category after light cars and compact vehicles.

When scrutinizing the vehicle registration numbers for the first half of 2023 (from January to June), the Toyota Yaris Cross emerged as Japan’s best-selling SUV, with a monthly average of 8,370 units sold. Following closely behind, the Toyota Harrier secured the second spot with 7,333 units, while the Toyota Corolla Cross claimed third place with 6,182 units. The Toyota Rise, with 5,539 units, snatched the fourth spot.

Despite Toyota’s dominance in the SUV sales rankings, two models from Suzuki have stolen the spotlight: the Suzuki Jimny and its compact counterpart, the Jimny Sierra. These models have been averaging monthly sales volumes of 3,352 and 2,254 units, respectively, during the first half of 2023. Together, they total a remarkable 5,606 units, inching close to the fourth-place Rise.

The Jimny Sierra, in particular, has been garnering attention as a popular SUV. A Suzuki dealer staff member attributed this sales performance to the vehicles’ full remodeling in 2018, which led to a rapid surge in popularity. Although production capacity increased, delivery times haven’t seen significant improvements, with orders still taking over a year to fulfill. Despite the five-year mark since their debut, the Jimny and Jimny Sierra continue to reign supreme among SUVs.

If production capacity were further boosted, Suzuki could potentially ramp up sales even more. Comparing current figures to the previous model’s sales in 2016, it’s evident that the Jimny series has seen sales grow nearly fivefold. The question then arises: what has driven this unprecedented success?

One crucial factor lies in the sales ratio between the Jimny and Jimny Sierra. The previous model in 2016 boasted an average of 1,106 units for the Jimny and 94 units for the Jimny Sierra, resulting in a 9:1 ratio. However, the current model’s monthly averages for the first half of 2023 show a 6:4 ratio, with 3,352 Jimnys and 2,254 Jimny Sierras. This signifies a remarkable 24-fold increase in Jimny Sierra sales, expanding the sales ratio in favor of the compact version.

Originally categorized as a light car, the Jimny was renowned as an SUV for rough terrains and constituted the majority of sales. However, the current model has seen a shift in the reasons for choosing the vehicle. Fewer buyers are drawn to its light vehicle status for tax benefits, and more are opting for it simply because it’s a Jimny. Consequently, a growing number of users are selecting the Jimny Sierra due to its inline 4-cylinder 1.5-liter engine, offering more power than the standard Jimny, accounting for 40% of the Jimny series overall.

The primary reason behind the Jimny’s continued popularity is the car’s inherent appeal. Sporting a linear exterior design reminiscent of the original 1970 model, it exudes a robust aura befitting an SUV built for rugged landscapes. The interior, predominantly black with minimal chrome accents, exudes a sleek and stylish impression.

Retaining its highly durable ladder frame and rear-wheel drive-based part-time 4WD system equipped with an auxiliary transmission, the Jimny emphasizes performance on rough roads. With an axle-type suspension for all four wheels, it excels in off-road capabilities. This simple yet robust exterior and interior design aligns perfectly with its rugged underpinnings, reinforcing its image as a bona fide SUV for challenging terrains.

What truly sets the Jimny series apart is its steadfast commitment to a ladder frame and a focus on rough-road capabilities, traits that have waned in most other SUVs. While SUVs based on passenger car platforms have surged in popularity, the Jimny series’s unwavering dedication to off-road prowess has become increasingly appealing to consumers.

Another key factor behind the Jimny series’s soaring popularity is the escalating prices of Japanese cars, particularly SUVs. Two decades ago, prices for mid-sized SUVs hovered around 2 million yen. Today, even the most basic models such as the X-Trail, Forester, and RAV4 command significantly higher prices—3.51 million yen, 3.069 million yen, and 2.938 million yen, respectively. These prices have surged by 1.4 to 1.0 times over the past 20 years, a sevenfold increase.

In contrast, the current Jimny series offers a budget-friendly alternative. The light car Jimny “XC” costs 1,903,000 yen (with a 4-speed automatic transmission), while the small car Jimny Sierra “JC” is priced at 2,084,500 yen (with a 4-speed automatic transmission)—comparable to the X-Trail, Forester, RAV4, and other models from two decades ago.

In summary, the Jimny series’s enduring success can be attributed to its appealing design, rugged capabilities, and the stark contrast it presents to the flood of passenger car-based SUVs. Combined with the rising prices of Japanese vehicles, the Jimny series has become a symbol of the contemporary car-buying landscape in Japan.