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The Suzuki Hustler Tough Wild Is A Ridiculously Named Kei Car With Loads Of Character

Key Takeaways

  • Suzuki reveals new Tough Wild trim for the Hustler Kei car.
  • 0.6-liter engine available in naturally aspirated and turbo variants, FWD and 4WD available.
  • Unique off-road-inspired exterior styling and interior elements.
  • Top-spec model retails for approximately $12,900.

Suzuki has introduced a new trim for its adorable Hustler Kei car. The comically named Tough Wild (yes, the Hustler Tough Wild) injects a healthy dose of ruggedness, with the automaker hoping to appeal to city dwellers with a taste for adventure. As part of the recent facelift, the Hustler Tough Wild trim introduces several styling updates that are not worn by the standard vehicle. But before we get into that, let’s look at what’s under the hood.

There are two mild-hybrid engine options, but even the turbocharged model is underpowered for American tastes. The 0.6-liter, three-cylinder motor produces 48 horsepower, while the turbo model coughs up 63 horses. Mild-hybrid technology ensures it is particularly frugal, with the naturally aspirated model returning 58.8 mpg. Customers can choose between front or all-wheel drive, but a CVT is the only transmission option. Suzuki has plans to introduce an all-electric model in the coming years but has yet to indicate when it will arrive. An electrified Jimny is also on the way.

2024 Toyota Land Cruiser




2.4L Turbo Inline-4 Hybrid


326 hp


465 lb-ft


8-Speed Automatic

Adorable Hustler Gets Off-Road-Inspired Touches

Even with all-wheel drive, the Hustler won’t be able to match the Jimny off-road, but it should be able to accomplish more than the average Kei car. It is adorable to look at, with quirky styling and goofy proportions. The Tough Wild-specific touches lend it a mini Land Cruiser look. The front end boasts two bug-eyed headlights with a black grille, while the matte black bumpers receive new fog lamps, a faux bash plate, and a prominent chrome bar that spans the width of the fascia.

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The new bumpers flow into the matte black wheel arch trims, which are also present on the regular Hustler. The exterior benefits from gloss black accents on the side mirror, door handles, and various trim elements. Compared to the standard Hustler, the Tough Wild receives fewer exterior paint options. There are three standard colors (Cool Khaki Pearl, Bluish Black Pearl, and Steel Silver Metallic) and three duotone finishes (Soft Beige Metallic, Vermilion Orange, and Off Blue) paired with a contrasting black roof. 15-inch alloy wheels receive a metallic gray finish. There are also standard roof racks, and Suzuki offers several accessories for the Kei car.

Interior And Pricing

The compact interior is littered with funky detailing, with three matching pods dominating the dashboard. One houses the speedometer, while the other houses the touchscreen infotainment system. The pod in front of the passenger folds down as a practical tray and doubles up as extra storage space. Climate control is also standard.


Suzuki Unveils All-New Swift With Mild-Hybrid Efficiency

It’s a tad underpowered for American tastes, but the Swift has always been one of the best small cars money can buy.

The Tough Wild receives green trim inlays and seat stitching, along with model-specific cloth upholstery. The rear seats fold down and provide a surprisingly spacious loading bay, which can swallow luggage or, as the images suggest, double up as an impromptu sleeping space. Hustler Tough Wild pricing starts at ¥1,760,000 ($11,260) for the base model with FWD, while the range-topper retails for ¥2,021,800 ($12,900) for the 4WD turbocharged model with duotone paint. Despite the keen pricing, the Tough Wild will not reach America (we simply prefer larger vehicles), but we can’t say we’re not envious of our Japanese peers.

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