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Besides the consistent sales poured in by legacy nameplates, the arrival of new Mahindra models in quick succession played a huge role in CY 2025
The calendar year 2025 reshuffled the PV leaderboard in a way few expected. Mahindra surged to the second position in overall sales, a first in its history, while Hyundai slipped down the order after holding the runner-up slot for nearly two decades. Despite the shake-up, the industry remained heavily top-loaded as familiar brands pulled the numbers.
A small cluster of manufacturers such as Maruti Suzuki, Mahindra, Tata, Hyundai, Kia and Toyota continued to account for the overwhelming bulk of volumes, leaving little room for complacency. Growth was selective and only those with timely launches and relevant products managed to expand their footprint. The rest either stagnated or slid backwards in the pecking order.
Mahindra’s ascent was powered by an uninterrupted stream of new and updated models over the past two years. Instead of relying on a single halo product, the company consolidated its reach with SUVs across price brackets and body styles. New offerings and mid-cycle revisions ensured sustained showroom traffic while distinctive design and feature depth helped convert curiosity into bookings.
Models like the Thar Roxx, XEV 9e, BE 6 and XUV 3XO that are on sale for a year or two now have played a key role in the brand garnering over one lakh unit sales in CY 2025. The five-door Thar, in particular, was responsible for more than 53,000 units while the XEV 9e amassed over 27,000 units despite its premium positioning. The top six manufacturers accounted for 93 per cent of total sales in CY 2025.
Mahindra emerged as one of the biggest gainers registering around 18 per cent year-on-year growth and adding around 1.5 per cent to its market share. In contrast, several established players found themselves on the defensive. Maruti Suzuki retained its leadership crown but progressed at a measured pace – allowing faster-moving rivals to chip away at share. Hyundai’s dependence on a familiar lineup began to show strain as buyer preferences shifted decisively toward a more assertive SUV propositions.
Elsewhere, manufacturers such as Toyota, Kia, Skoda and MG found incremental success by refreshing their portfolios and targeting niche gaps. Toyota leaned heavily on its partnership-derived models for volume while simultaneously building credibility at the premium end of the spectrum. On the flip side, brands like Honda, Volkswagen, Renault and Jeep struggled to generate traction.
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