The premium SUV market in India has long been dominated by one name that has stood the test of time – the Toyota Fortuner.
With its robust build quality, imposing road presence, and Toyota’s legendary reliability, the Fortuner has maintained its position as the undisputed king of the premium SUV segment for over a decade.
However, the crown may soon be contested as three formidable challengers prepare to enter the battlefield.
Let’s delve into these upcoming SUVs that aim to dethrone the Fortuner and capture the hearts of Indian SUV enthusiasts.
The Current Landscape: Toyota Fortuner’s Reign
Before we explore the challengers, let’s understand what makes the Fortuner such a dominant force in the Indian market.
First launched in 2009, the Fortuner quickly established itself as the go-to choice for buyers seeking a blend of luxury, capability, and status.
The second-generation model, introduced in 2016 and subsequently refreshed in 2021, further cemented its position with enhanced features, improved powertrains, and a more premium cabin experience.
The Fortuner’s success stems from its perfect positioning in the market.
It strikes an ideal balance between on-road comfort and off-road capability, making it suitable for both urban environments and weekend adventures.
Its high ground clearance, robust four-wheel-drive system, and punchy diesel engine provide confidence on various terrains, while its spacious seven-seat layout offers practicality for large families.
Toyota’s reputation for reliability and strong resale value adds to the Fortuner’s appeal, making it a rational choice despite its premium price tag.
However, the landscape is evolving, and several manufacturers have identified opportunities to challenge the Fortuner’s dominance with fresh products tailored to the evolving Indian consumer.
Challenger #1: Jeep Meridian 7-Seater – American Muscle Meets Premium Comfort
The first major challenger comes from the American SUV specialist, Jeep.
Building on the success of the Compass in the Indian market, Jeep is now preparing to launch an all-new 7-seater SUV based on its acclaimed Meridian platform but with significant enhancements tailored specifically for the Indian market.
Design and Exteriors
The upcoming Jeep Meridian 7-seater draws inspiration from its larger global siblings like the Grand Cherokee, featuring Jeep’s signature seven-slot grille flanked by sleek LED headlamps.
The SUV adopts a more squared-off approach compared to the Compass, with upright proportions that enhance its commanding road presence.
Spy shots reveal a longer wheelbase than the standard Meridian, with redesigned rear quarters to accommodate the third row of seats comfortably.
The vehicle sports distinctive design elements that set it apart from other Jeep models, including a floating roof design with chrome accents, muscular wheel arches housing 18-inch alloy wheels, and LED tail lamps connected by a chrome strip.
The overall design language communicates a perfect blend of sophistication and ruggedness, appealing to both urban dwellers and adventure enthusiasts.
Interiors and Features
Inside, the Meridian 7-seater is expected to offer a premium cabin experience with high-quality materials throughout.
The dashboard will likely feature a 10.1-inch touchscreen infotainment system with wireless Apple CarPlay and Android Auto, complemented by a fully digital instrument cluster.
Comfort features are expected to include ventilated front seats, panoramic sunroof, dual-zone climate control with dedicated third-row vents, premium leather upholstery, and a high-end audio system.
The third row is reported to be designed with adult passengers in mind, addressing a common complaint with many three-row SUVs including the Fortuner.
Safety features will be comprehensive, including multiple airbags, advanced driver assistance systems (ADAS), hill descent control, electronic stability program, and a 360-degree camera system.
Powertrains and Performance
Under the hood, the Jeep Meridian 7-seater is expected to feature a refined version of the 2.0-liter multijet diesel engine that powers the standard Meridian.
However, for the Indian market, this engine is likely to be tuned differently, producing approximately 200 bhp and 400 Nm of torque – figures that would position it favorably against the Fortuner.
Transmission options will include a 9-speed automatic and possibly a 6-speed manual for lower variants.
Four-wheel drive will be available on higher trims, featuring Jeep’s renowned Selec-Terrain system with multiple driving modes for different surface conditions.
Notably, Jeep is also considering introducing a new 1.3-liter turbo-petrol engine with mild-hybrid technology for the Indian market, catering to the growing demand for petrol options in this segment.
Expected Launch and Pricing
Industry sources suggest that Jeep plans to launch this model in the third quarter of 2025, with prices expected to start from ₹25 lakh for the base variant, going up to ₹35 lakh for the fully-loaded 4×4 automatic variant.
This pricing strategy positions it as a value proposition compared to the Fortuner while offering comparable or superior features.
Challenger #2: Force Motors Premium SUV – Homegrown Contender with Global Ambitions
Force Motors, known for its utilitarian vehicles like the Gurkha, is making a bold move into the premium SUV segment with a highly anticipated model aimed squarely at the Fortuner.
This marks an interesting shift for the Indian manufacturer as it aims to elevate its brand positioning and capture a slice of the lucrative premium SUV market.
Design and Exteriors
The upcoming Force Motors SUV adopts a distinctively boxy and muscular design language, reminiscent of iconic off-roaders like the Mercedes G-Class, albeit with its own unique character.
Spy photographs reveal a tall stance with impressive ground clearance, short overhangs, and near-vertical body panels that maximize interior space.
The front fascia features a bold grille with prominent Force Motors badging, flanked by rectangular LED headlamps with distinctive DRL signatures.
The SUV will ride on 19-inch alloy wheels with all-terrain tires, underscoring its serious off-road intentions while maintaining an upmarket appearance.
Design highlights include prominent roof rails, flared wheel arches, side steps, and a tailgate-mounted spare wheel – all elements that strengthen its adventure-ready credentials.
Despite its utilitarian roots, the vehicle incorporates several premium design touches, including chrome accents and sophisticated paint options.
Interiors and Features
Inside, Force Motors is expected to take a quantum leap in terms of quality and features compared to its current offerings.
The cabin will feature a modern layout with a dual-screen setup – a 12.3-inch digital instrument cluster and a 10.25-inch touchscreen infotainment system with connected car technology.
The seating configuration will accommodate seven passengers across three rows, with the second row offering captain’s seats in higher variants.
Premium touches will include leather upholstery, wood and aluminum trim inserts, ambient lighting, and a panoramic sunroof.
Convenience features will likely include automatic climate control with rear vents, wireless charging, a premium audio system, and electrically adjustable front seats with memory function.
The vehicle is also expected to offer generous cargo space with the third row folded.
Powertrains and Performance
Powering this ambitious SUV will be a newly developed 2.2-liter diesel engine producing approximately 180 bhp and 420 Nm of torque.
This engine is being developed in collaboration with a European powertrain specialist to ensure refinement and efficiency on par with global standards.
Transmission options will include a 6-speed manual and an 8-speed automatic sourced from ZF.
Four-wheel drive with low-range capability will be standard on higher variants, along with differential locks for serious off-road capability that could potentially surpass the Fortuner.
Interestingly, Force Motors is also developing a 2.0-liter turbocharged petrol engine for this SUV, producing around 190 bhp, aimed at markets where petrol-powered SUVs are gaining traction.
Expected Launch and Pricing
The Force Motors premium SUV is expected to debut in early 2025, with an estimated price range of ₹22-32 lakh.
This aggressive pricing, combined with what promises to be class-leading off-road capabilities, could make it an attractive alternative to the Fortuner, particularly for buyers who prioritize adventure capabilities.
Challenger #3: Volkswagen’s Premium SUV Offering – German Engineering Meets Indian Sensibilities
The third major challenger comes from German automotive giant Volkswagen, which is developing a premium SUV specifically tailored for emerging markets like India.
Based on the brand’s MQB-A0-IN platform that underpins the Taigun, this new model represents Volkswagen’s most ambitious product for the Indian market to date.
Design and Exteriors
Volkswagen’s premium SUV will embody the brand’s clean, understated design philosophy with a distinctly European flavor.
Early design renders suggest a sophisticated appearance with sharp character lines, a wide stance, and balanced proportions.
The front will feature Volkswagen’s signature grille with chrome strips extending into matrix LED headlights.
The side profile will be characterized by a strong shoulder line, large wheel arches housing 18-inch machined alloy wheels, and subtle chrome accents around the windows and roof rails.
While not as imposing as the Fortuner, the Volkswagen SUV will compensate with elegant proportions and attention to detail that appeal to urban luxury buyers.
The rear will likely feature sleek LED taillights connected by a light bar, a design element becoming increasingly common in premium Volkswagen models globally.
Interiors and Features
The interior is where Volkswagen aims to truly differentiate itself from competitors, including the Fortuner.
Expect a minimalist yet luxurious cabin with exceptional build quality, soft-touch materials, and class-leading fit and finish.
The dashboard will be dominated by a 12-inch touchscreen infotainment system with the latest iteration of Volkswagen’s connectivity suite, complemented by a fully digital instrument cluster.
The center console will feature touch-sensitive climate controls and a wireless charging pad.
Seating will accommodate seven passengers, with the second row offering a 40:20:40 split for maximum versatility.
All seats will be upholstered in premium leatherette or genuine leather in top variants, with the front seats offering ventilation and massage functions.
The technology package will be comprehensive, including a heads-up display, adaptive cruise control, lane keep assist, and automated parking – features that are still rare in this segment in India.
Powertrains and Performance
Under the hood, Volkswagen is expected to offer two powertrain options.
The primary option will be a 2.0-liter TSI turbocharged petrol engine producing approximately 190 bhp and 320 Nm of torque, paired with a 7-speed DSG dual-clutch automatic transmission.
Additionally, the brand is considering introducing a 2.0-liter TDI diesel engine for the Indian market, recognizing the continuing preference for diesel in this segment.
This engine would produce around 170 bhp and 350 Nm of torque.
While four-wheel drive will be available on higher trims, Volkswagen’s focus will be on delivering superior on-road dynamics rather than extreme off-road capability, targeting urban and highway users who rarely venture off the beaten path.
Expected Launch and Pricing
Volkswagen’s premium SUV is expected to launch in mid-2025, with prices ranging from ₹28-40 lakh.
While positioned at the higher end of the segment, Volkswagen is banking on superior quality, refined driving dynamics, and advanced technology to justify the premium over the Fortuner.
Comparing the Challengers: How Do They Stack Up Against the Fortuner?
Each of these upcoming SUVs brings unique strengths to challenge the Fortuner’s dominance:
The Jeep Meridian 7-seater offers American muscle coupled with genuine off-road capability and a feature-rich package at a competitive price point.
Its Jeep heritage and proven capability could sway adventure enthusiasts who find the Fortuner’s off-road prowess appealing.
Force Motors’ premium SUV presents a compelling blend of ruggedness and luxury with a distinctly Indian character.
Its aggressive pricing and focus on all-terrain capability could make it the value champion in this segment, appealing to nationalistic buyers who prefer supporting homegrown brands.
Volkswagen’s offering brings European sophistication, superior on-road dynamics, and cutting-edge technology to the table.
It targets urban buyers who want the space and presence of a large SUV but prioritize comfort, refinement, and driving pleasure over extreme off-road capability.
The Road Ahead: Will the Fortuner Maintain Its Crown?
Despite these formidable challengers, the Toyota Fortuner retains significant advantages.
Toyota’s unmatched reputation for reliability, extensive service network, and strong resale value continue to be powerful selling points.
Moreover, Toyota isn’t standing still – rumors suggest that the next-generation Fortuner is under development with substantial improvements in all areas.
The upcoming competition will ultimately benefit Indian consumers, who will have more choices than ever in the premium SUV segment.
Each contender brings something unique to the table, allowing buyers to select vehicles that better match their specific preferences and requirements.
As these new models hit showrooms throughout 2025, the premium SUV segment in India is poised for a transformation.
Whether the Fortuner retains its crown or yields to one of these challengers remains to be seen, but one thing is certain – the battle for supremacy will be fierce and fascinating to watch.
For potential buyers, this is an excellent time to wait and watch as the segment evolves and new options emerge.
The Toyota Fortuner has set a high benchmark, and it will take truly exceptional products to dethrone the king.
But with the caliber of challengers on the horizon, the premium SUV landscape in India is about to get much more exciting and competitive than ever before.