Mahindra Closes In On Maruti Suzuki In Battle For India's #1 SUV Brand

India’s utility vehicle segment is witnessing its most intense battle in years, with Mahindra narrowing the gap with Maruti Suzuki to levels previously unthinkable. From April to July 2025, Maruti Suzuki led the pack with 214,641 units, translating to a 24 percent share of the market. Mahindra followed closely with 201,938 units and 23 percent share, leaving a slim difference of just 12,703 units.

What makes this comparison striking is the contrasting momentum. Maruti’s UV sales fell by 2 percent year-on-year, while Mahindra surged ahead with 22 percent growth. If this trajectory continues, Mahindra could overtake Maruti within the financial year ending March 2026.

Mahindra’s growth has come on the back of a carefully spread-out model portfolio. The Scorpio-N remains the flagbearer, selling 13,747 units in July alone. The Thar and the new XUV 3XO continue to attract strong interest with 9,845 and 7,238 units respectively, while the XUV700 maintains its premium positioning with 7,054 units.

Even the Bolero Neo, a workhorse by design, pulled in 7,513 units. Mahindra’s recent push into electric mobility has also started adding incremental numbers, with the XEV 9e and BE 6 together contributing around 4,000 units in July.

Maruti’s Strengths and Challenges

Maruti Suzuki’s stronghold in UVs can be traced back to the Brezza in 2016, which turned the company into a serious contender beyond its core hatchback portfolio. The Grand Vitara added weight in 2022, quickly becoming one of the fastest-selling SUVs in its class.

However, recent performance highlights challenges in sustaining that early success. The Grand Vitara sold just 6,373 units in July 2025, down more than 30 percent year-on-year. The Brezza continues to perform better with 14,065 units but is showing signs of slowdown on a monthly basis.

To regain lost ground, Maruti is preparing two big launches. The Escudo will slot below the Grand Vitara and is expected to appeal to buyers who want SUV styling without stretching budgets. It is likely to be positioned between Rs 10-16 lakh, making it a direct rival to several popular mid-size SUVs.

The other big bet is the eVitara, which will mark Maruti’s formal entry into the EV space. Planned with ranges above 500 km and exports to over 100 countries, the eVitara has the potential to become a volume generator globally. Yet production constraints tied to rare earth material availability could delay its impact.

Mahindra’s Diesel Edge and Product Refresh Strategy

Where Maruti has largely moved toward petrol and hybrid powertrains, Mahindra has doubled down on diesel. Data from earlier this year revealed that over three-fourths of Mahindra buyers chose diesel engines across its portfolio.

For models like the Scorpio, diesel preference goes as high as 92 percent, and even lifestyle-focused products like the Thar see nearly 80 percent of buyers opting for oil-burners. This shows a unique pattern of demand where torque and efficiency trump the refinement of petrol.

Mahindra is also preparing to refresh its bestsellers rather than rolling out entirely new models. Facelifts for the Scorpio-N, Thar, and XUV700 are lined up for early 2026. These updates are expected to keep buyer interest alive while leveraging the popularity and established trust of existing nameplates. Combined with a sharper focus on electric models, this strategy places Mahindra in a strong position to sustain momentum.

What Decides the Winner

Beyond products, the eventual outcome will depend on execution. Maruti’s strength lies in its unmatched sales and service network through Arena and Nexa outlets, especially in smaller towns. Mahindra counters this with SUV-focused dealerships that specialise in this segment. Pricing strategies also differ, with Mahindra aiming at premium buyers and Maruti banking on value, though the Grand Vitara and upcoming Escudo show a tilt toward higher positioning.

Both companies also recognise the importance of exports. Maruti is banking on scale with its eVitara, while Mahindra is targeting select international markets with models that already enjoy brand pull. Manufacturing capacity and the ability to meet surging demand without long waiting times will also prove decisive.

For consumers, this battle is good news. Both companies are being pushed to raise the bar on technology, safety, and quality. Compact and mid-size SUVs will continue to attract the largest share of attention, though niche full-size models will add profitable diversity. Whether Mahindra topples Maruti or Maruti holds firm, this rivalry is set to define India’s automotive landscape for years to come.