Is Toyota Fortuner in Danger from Ford Endeavor & Mitsubishi Pajero?

Lately, the internet has been flooded with leaks, rumours, and news of the upcoming SUVs in India, the Ford Endeavor and the Mitsubishi Pajero. But, out of these two, I can state that the Ford Endeavour (sold as Ford Everest overseas) will make a comeback on our shores in the coming months. In fact, the Ford Endeavour was recently spotted in Chennai, and that too, was undisguised. Additionally, Ford still has a manufacturing plant in Chennai. 

As for Mitsubishi, there is not much information available regarding it. However, more details are awaited.  

We all know that the Toyota Fortuner currently has a monopoly in its segment. Therefore, it's natural to wonder, if Fortuner is going to be in danger after the comeback of its long-gone rivals. Well, I think not. Let me explain.

The Ford Endeavor Story

The Endeavor was Ford’s one of the most successful cars in the sub-continent and it still is. Indians loved this SUV, but Ford’s business in India was struggling due to multiple reasons other than car sales, so they decided to leave the country in September 2021.

Fast-forwarding to the beginning of 2024, Ford filed a design patent in India for the Ford Endeavor that gave Indian SUV lovers strong hope regarding its comeback, but it’s not that simple. The design trademark has most probably been registered to prevent any other manufacturer from copying that design.

Hypothetically, if Ford decides to bring the Endeavor back into the Indian market, it may have to follow the CBU route initially, because creating the whole assembly line is itself a lengthy process. But if they do so, the new Ford Endeavour’s price might surpass the price of the Fortuner’s flagship model because of exorbitant import duties and other expenses, as a result, it might be the most expensive SUV in its segment. 

However, the odds are pretty low for that because the previous Ford Endeavour used to be manufactured at Ford’s Chennai plant, which shares some of its components with the new-gen Endeavour. Given that, revamping the production line for the new Ford Endeavour should be relatively easier, which might translate to local assembly.

It might get difficult for Ford to regain the trust of the Indian patrons. That will only time will tell. 

Mitsubishi Pajero Won’t Arrive Soon

Mitsubishi has been missing in action from the Indian automotive scene since 2016. Moreover, just to stay within the industry, Mitsubishi took a 32% stake in TVS Mobility for other operations and logistics. Post successful acquisition, they have plans to develop a Mitsubishi sales and service network throughout the country in collaboration with TVS Mobility and then they'll bring their cars to India. This is, however, a time-consuming process. 

Considering the stated factors, it should be safe to state that the Mitsubishi Pajero may not arrive in India sooner than expected. 

Is the Toyota Fortuner in Danger?

The Toyota Fortuner has been in the game for over a decade and it has been ruling the segment since its inception, thanks to its reliability and maintenance costs, despite being priced from Rs 40 lakh onwards (average ex-showroom for the base variant).

Even when Endeavor, Pajero, and a few other competitors were present in the market, Fortuner outperformed all of its rivals back then. So, I do not think it’ll be easy for any car to come and establish a brand image as strong as the Fortuner or Toyota, for that matter. 

Keeping all the stated factors in mind, it should be safe to state that the Mitsubishi Pajero and Ford Endeavor do not pose any threat to the mighty Toyota Fortuner.

As an automobile enthusiast, I’m excited to see more cars in this segment, because there are literally no competitors of the Fortuner, which is not a good thing for the consumers- but profitable for the company.

Meanwhile, let’s wait and watch.