The festive spirit is clearly driving automotive excitement as Mahindra SUV Sales jump 60% during Navratri, surprising industry watchers and customers alike. From buzzing showrooms to rapidly increasing bookings, M&M is witnessing an unprecedented surge in demand, fueled by refreshed models, modern features, and the benefits of the new GST 2.0. But that’s not all—this spike hints at even bigger plans on the horizon. With a brand-new electric vehicle slated for launch this November, Mahindra is not just riding the festive wave but steering toward a future where innovation meets customer preference. Curious to know what’s fueling this momentum?
Key Factors Behind Navratri Sales Surge
- GST 2.0 Benefits: The rollout of GST 2.0 has reduced SUV prices, making them more accessible to customers. M&M prioritized passing these savings directly to buyers, which boosted consumer confidence and purchasing activity.
- Refreshed Product Lineup: Updated versions of popular models, including the Bolero and Bolero Neo, played a crucial role in attracting buyers. These upgrades include modern features such as a fresh grille, enhanced interior upholstery, and a 7-inch touchscreen infotainment system, while maintaining the rugged SUV charm that customers love. The updates were designed based on customer feedback, enhancing the vehicles’ overall value proposition.
- Festive Season Timing: The auspicious Navratri period traditionally sees heightened consumer activity. Combined with price benefits and product refreshes, this timing resulted in higher dealership footfalls and increased inquiries.
- Changing Customer Preferences: M&M observed a shift in consumer trends, with some buyers skipping hatchbacks and opting directly for entry-level SUVs, while others upgraded to premium variants within the same budget. This trend is evident across both urban and rural markets, signaling evolving buyer priorities.
- Pent-up Demand: Some of the growth can be attributed to customers postponing purchases until after the GST rate reduction, contributing to the surge in festive sales.
Upcoming EV Launch
As part of its electrification strategy, M&M is set to launch a new electric vehicle (EV) by the end of November 2025. This launch aims to expand consumer choices across different powertrains, aligning with the company’s long-term vision of moving toward sustainable mobility.
India’s EV market is gaining momentum, with vehicle registrations crossing 14,000 units in September 2025, signaling growing mainstream acceptance. M&M’s bookings for EVs have already increased from 2–3% to roughly 8% of total orders, a figure expected to rise as the company’s EV portfolio expands. While M&M evaluates other technologies such as CNG, the focus remains on delivering high-performance, reliable vehicles across powertrains.
Broader Sales and Stock Performance
The strong Navratri numbers follow a 16% year-on-year growth in overall vehicle sales in September 2025, with M&M selling over 100,000 units, including a 10% growth in domestic utility vehicle sales. On the stock front, M&M shares traded at Rs 3,491, up 0.55% on Friday, marking a 14% gain over the past year.
With a combination of festive demand, strategic pricing, refreshed products, and upcoming EV launches, M&M is well-positioned to maintain strong momentum through the remainder of 2025.
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