New Hustler: he morning smog was just beginning to lift from Delhi’s automotive district when I got my first glimpse of what could be Maruti Suzuki’s most distinctive offering yet.

Parked discreetly in the corner of the company’s design studio was a boxy, compact vehicle with quirky styling that immediately set it apart from anything currently in the Indian market.

After months of speculations and several spy shots circulating online, I can confirm that Maruti Suzuki is indeed preparing to bring the Hustler – a micro-SUV that has enjoyed considerable success in Japan – to Indian shores, with localized engineering that reportedly delivers a staggering 30 kmpl fuel efficiency.

New Hustler The Boxy Maverick from Japan

The Hustler has been a steady seller in Japan’s highly competitive kei car segment since its introduction in 2014, where its distinctive cube-like design and practical dimensions have made it popular among urban dwellers.

The Indian version, while maintaining the distinctive design DNA, has undergone significant adaptations to suit local preferences and road conditions.

“The Hustler represents a unique opportunity to introduce something genuinely different to the Indian market,” explained Partho Banerjee, Senior Executive Officer of Marketing & Sales at Maruti Suzuki, during our conversation at the design studio.

“It’s not just another hatchback or compact SUV – it creates its own niche with a combination of quirky styling, urban practicality, and exceptional efficiency.”

The design is undeniably eye-catching. Measuring approximately 3,700mm in length, 1,660mm in width, and 1,780mm in height, the Hustler combines compact exterior dimensions with a tall, boxy profile that maximizes interior space.

The front fascia features a simple grille design flanked by rectangular headlamps, while the nearly vertical windshield and flat roof create a silhouette that’s instantly recognizable.

“We’ve maintained the quirky, playful design language that defines the Hustler while making necessary adaptations for Indian tastes,” noted a senior designer who requested anonymity due to the vehicle’s unannounced status.

“The ground clearance has been increased to 180mm, the bumpers and side cladding have been redesigned for a more rugged appearance, and we’ve incorporated more chrome accents that Indian consumers tend to prefer.”

Available in seven colors including four dual-tone options, the Hustler aims to appeal to younger buyers seeking to stand out from the crowd. The Brave Khaki Green with White roof and Kinetic Yellow with Black roof options particularly emphasize the vehicle’s youthful positioning.

Engineering the Efficiency Miracle

The headline feature of the Indian-spec Hustler is undoubtedly its exceptional fuel efficiency. Maruti Suzuki claims the vehicle will deliver approximately 30 kmpl under standard testing conditions – a figure that would make it among the most fuel-efficient petrol-powered cars in the country, rivaling even some CNG models.

This remarkable efficiency comes from a combination of several engineering approaches. Under the hood, the Hustler features a new-generation 1.0-liter K10C three-cylinder petrol engine incorporating dual VVT (Variable Valve Timing), direct injection, and an integrated starter generator.

This powertrain develops a modest 67 PS at 5,500 rpm and 89 Nm of torque at 3,500 rpm – figures that prioritize efficiency over outright performance.

“The engine is just one part of the efficiency equation,” explained Rajesh Kumar, Head of Powertrain Development at Maruti Suzuki. “We’ve adopted a holistic approach that includes reduced weight through high-tensile steel usage, improved aerodynamics despite the boxy shape, low rolling resistance tires, and an enhanced thermal management system that helps the engine reach optimal operating temperature more quickly.”

The mild hybrid system, which Maruti calls Smart Hybrid Vehicle by Suzuki (SHVS), provides torque assist during acceleration, regenerative braking, and extended start-stop functionality that can shut off the engine when coasting under certain conditions. This system utilizes a lithium-ion battery pack mounted under the front passenger seat, preserving interior and cargo space.

Transmission options include a 5-speed manual and a 5-speed automated manual transmission (AMT), both optimized with revised gear ratios for Indian driving conditions. The AMT includes a ‘creep’ function for easier operation in stop-and-go traffic – a thoughtful addition for urban commuters.

During a brief demonstration on Maruti’s test track, what stood out was not just the efficiency but how drivable the package felt. The torque assist from the hybrid system masks what might otherwise feel like a underpowered engine, providing surprisingly peppy responses from a standstill and adequate overtaking capability once momentum is established.

Interior: Maximizing the Box

Step inside the Hustler, and the benefits of the boxy design become immediately apparent. Despite its compact footprint, the interior feels remarkably spacious, with the tall roof and upright seating position creating excellent headroom for all occupants.

The dashboard design is functional rather than flashy, with a 9-inch touchscreen infotainment system positioned high for better visibility. Physical buttons and knobs remain for climate controls – a practical choice that acknowledges the challenges of using touch interfaces while driving on India’s often bumpy roads.

“Interior packaging was a primary focus,” noted Kishori Lal, Senior Manager of Vehicle Packaging at Maruti Suzuki. “We studied how Indian families actually use their vehicles and optimized the space accordingly.

The rear seats, for instance, feature a 60:40 split with slide and recline functions, allowing passengers to prioritize either legroom or cargo capacity based on their needs.”

This flexibility extends to numerous storage spaces throughout the cabin, including large door pockets, a double-decker glovebox, under-seat trays, and a clever console box between the front seats.

The 235-liter boot may seem modest on paper, but its regular shape and low loading lip maximize usability, while the high roof allows taller items to be carried when needed.

Material quality is typical Maruti – functional rather than premium, with hard-wearing fabrics and durable plastics that should withstand the rigors of daily use.

The top-spec variant adds leatherette seat accents, silver trim pieces on the dashboard, and a leather-wrapped steering wheel that elevate the perception of quality.

Technology and Features: Surprisingly Well-Equipped

Despite its focus on efficiency and affordability, the Hustler comes equipped with a competitive feature set that acknowledges the increasing technology expectations of Indian consumers.

The aforementioned 9-inch touchscreen supports wireless Apple CarPlay and Android Auto, while the Suzuki Connect connected car platform offers features like geofencing, vehicle tracking, driving behavior analysis, and remote functions through a smartphone app.

Higher variants feature a semi-digital instrument cluster with a 4.2-inch color information display, automatic climate control, keyless entry and start, and a six-speaker sound system that delivers surprisingly good audio quality.

Safety equipment is comprehensive, with six airbags, electronic stability control, hill-hold assist, and a rear-view camera available on top trims. ABS with EBD, rear parking sensors, and ISOFIX child seat anchors are standard across the range – addressing the growing safety consciousness among Indian buyers.

“The days when budget-conscious consumers would accept stripped-down vehicles are behind us,” observed Banerjee. “Today’s buyers expect modern connectivity, comfort features, and comprehensive safety equipment regardless of vehicle size or price point. The Hustler delivers these without compromising its core value proposition of efficiency and practicality.”

Market Positioning and Competition

With prices expected to range from ₹6.50 lakh for the base variant to ₹9.75 lakh for the fully-loaded automatic (ex-showroom), the Hustler would position itself between the premium hatchback and compact SUV segments, potentially creating its own niche in the Indian market.

This pricing strategy places it in competition with vehicles like the Tata Punch, Renault Kiger, and Maruti’s own Ignis and Swift – none of which offer the Hustler’s distinctive combination of quirky styling, space-efficient design, and exceptional fuel economy.

“We’re not trying to directly compete with either traditional hatchbacks or compact SUVs,” explained Banerjee. “The Hustler creates its own category – one that appeals to consumers who value individuality, practicality, and efficiency in equal measure.”

The company expects monthly sales of approximately 7,000-8,000 units, which would represent significant volume while still maintaining the model’s somewhat niche positioning.

The target demographic skews younger and more urban than typical Maruti customers, with a higher proportion of first-time car buyers who prioritize distinctive styling and technology features.

Production Plans and Timeline

According to sources within Maruti’s supplier network, production preparations are already underway at the company’s manufacturing facility in Gurugram. The Hustler will utilize a modified version of Maruti’s HEARTECT platform, which also underpins models like the Swift and Wagon R.

The official launch is expected in the latter half of 2025, with deliveries commencing before the festive season – traditionally the strongest sales period for passenger vehicles in the Indian market.

Maruti plans a phased rollout, focusing initially on metro and tier-1 cities where the vehicle’s urban-friendly dimensions and distinctive styling are likely to find the most receptive audience.

Initial production capacity is slated for approximately 10,000 units monthly, with the ability to scale based on demand. The localization level at launch is expected to exceed 85%, contributing to the competitive pricing while ensuring that parts and service remain accessible throughout Maruti’s extensive dealer network.

The Efficiency Impact: Beyond the Numbers

While the 30 kmpl figure makes for attention-grabbing headlines, the real-world implications of such efficiency deserve consideration. For the average Indian car owner driving approximately 1,200 kilometers monthly, the Hustler could reduce fuel costs by 30-40% compared to similarly sized vehicles.

This efficiency doesn’t just benefit individual owners’ wallets – it has broader implications for India’s fuel import requirements and environmental goals.

If the Hustler achieves its targeted sales volumes, it could displace significant amounts of fuel consumption annually, contributing to reduced emissions and foreign exchange outflows for petroleum imports.

“Vehicles like the Hustler represent an important bridge technology,” noted Anumita Roychowdhury, Executive Director at the Centre for Science and Environment, when asked about high-efficiency internal combustion vehicles. “While electrification is the long-term goal, significantly improving the efficiency of conventional powertrains delivers immediate benefits in terms of resource utilization and emissions reduction.”

New Hustler Conclusion: A Quirky Gamble That Makes Sense

The Maruti Suzuki Hustler represents a calculated risk in the Indian market – introducing a distinctive, somewhat unconventional product into a segment typically driven by conservative consumer preferences.

Its boxy styling and micro-SUV positioning might not appeal to traditionalists, but could find favor with younger buyers seeking something different from the ubiquitous hatchbacks and SUVs that dominate Indian roads.

What makes this gamble potentially successful is how it combines its quirky character with pragmatic strengths that matter to Indian consumers – exceptional fuel efficiency, practical space utilization, and the reassurance of Maruti’s sales and service network.

If the efficiency claims hold up in real-world conditions, the Hustler could establish itself as the go-to choice for value-conscious urban dwellers who want to stand out from the crowd without sacrificing practicality.

In a market increasingly receptive to distinctive designs, as evidenced by the success of models like the Tata Punch, the timing might be perfect for Maruti to introduce something genuinely different to its traditionally conservative lineup.

For a brand often criticized for playing it safe with designs and features, the Hustler signals a willingness to take calculated risks – bringing successful global models to India with thoughtful localization rather than developing market-specific products from scratch.

If this approach proves successful, it could herald a new product strategy for Maruti Suzuki as it adapts to evolving consumer preferences in one of the world’s most competitive automotive markets.