Maruti, Mahindra, Hyundai, Tata line up big year-end launches to spruce up car market

Prime Minister Narendra Modi and Suzuki Motor Corporation Representative Director and President Toshihiro Suzuki flag off the Maruti Suzuki e Vitara electric SUV.

Four of India's largest carmakers -- Maruti Suzuki India, Mahindra & Mahindra, Hyundai Motor India and Tata Motors -- are preparing a series of major product launches in the current quarter. The line-up includes electric, new-generation and reintroduced internal combustion engine (ICE) models that are expected to drive fresh demand and sustain the momentum in the passenger vehicle (PV) market through the year-end period.

Upcoming cars in 2025

According to industry analysts, the companies are timing their product introductions to align with peak retail sentiment and improved supply-chain visibility. The festive quarter, which typically contributes the highest share of annual PV sales, has become a strategic window for original equipment manufacturers (OEMs) to push volume models and refresh their portfolios, they said.

Maruti is gearing up to introduce the e Vitara, marking its entry into the domestic electric vehicle (EV) space. Developed under the company's broader electrification roadmap, the e Vitara is also the maiden global electric model of its parent, Suzuki Motor Corporation. The mid-size electric SUV is being produced at Maruti's Gujarat plant, with an export target to over 100 countries.

For reference, electric models contributed 2.6% to domestic PV volumes in India in FY25. However, their share is rising with the introduction of new models and the improvement in charging infrastructure. In September 2025, EVs accounted for 5.1% of total PV sales, with Tata, JSW MG and Mahindra leading the charge, courtesy of their strong portfolio.

Mahindra, which has been expanding its EV range with models such as the BE 6 and the XEV 9e, will launch a new electric SUV this quarter. This addition is part of its ongoing strategy to strengthen the brand's presence in the EV space. The Scorpio-maker introduced the new Thar and the updated Bolero range earlier this month.

Hyundai is preparing to launch the second-generation Venue. The compact SUV, which is the second largest-selling Hyundai model in India after the Creta, will feature a redesigned exterior and a substantially updated cabin with an enhanced feature suite.

Tata, meanwhile, is bringing back the Sierra nameplate in ICE avatar. The EV version will enter the market at a later date. The Sierra reintroduction also leverages the nostalgia attached to the original SUV while targeting a modern customer base with contemporary design and safety technology.

Why are the launches clustered this quarter?

S&P Global Mobility Light Vehicle Production Forecasting Associate Director Gaurav Vangaal told Moneycontrol that vehicle launch timelines are typically locked in two to three years in advance, factoring in product development cycles, regulatory approvals and supply-chain readiness.

"That said, several of these models have faced delays relative to their originally projected launch windows. Interestingly, these delays may now work in the OEMs' favour. The timing aligns with the Goods and Services Tax (GST) reforms and festive season demand, both of which can enhance price competitiveness and consumer sentiment. In effect, what began as a scheduling slip may now serve as a strategic advantage," Vangaal added.

Echoing similar views, Grant Thornton Bharat Partner and Auto and EV Industry Leader Saket Mehra said OEMs are aligning their launch timelines with the festive season to tap into heightened consumer intent and spending.

"Insights from a recent pan-India survey conducted by Grant Thornton Bharat (around 2,800 responses) reveal that nearly 41% of respondents plan to purchase a vehicle within the next three to four months, with a significant portion having delayed their decisions specifically to coincide with festive offers and seasonal promotions," Mehra noted.

SUVs dominate the upcoming line-up

All four upcoming models are SUVs, underlining the segment's structural dominance in India's PV market. The SUV segment now accounts for around 55% of the domestic PV volumes.

Explaining the SUV bias, S&P Global Mobility's Vangaal said the SUV trend is no longer cyclical, but structural. "Across demographics, including first-time buyers, SUVs have become the default aspiration. From a product planning perspective, OEMs are simply responding to sustained demand signals. Given the segment's contribution to margins and brand equity, the SUV bias in upcoming launches is not just expected, it is rational," he added.

According to Grant Thornton Bharat's Mehra, OEMs are prioritising SUV launches because the segment continues to dominate both consumer preference and market performance.

"SUVs offer a compelling combination of practicality and aspirational value. Higher ground clearance, better handling on varied road conditions, and a stronger safety profile make them ideal for Indian driving environments. At the same time, they serve as lifestyle vehicles, especially for younger, urban buyers who associate them with status and success," Mehra observed.