Archive · 25 Sep 2026
Automakers Plan New Car Launches Throughout India’s Festive Season
Car companies are bringing many new cars to India during the festive season.
This season began with Onam and will end with Diwali.
Some cars are completely new, while others are updated versions of existing models.
Tata Motors has shown the Aeris, and Hyundai is expected to introduce the Bayon.
Luxury brands such as Mercedes-Benz, BMW and Volvo also have new models planned.
Companies are doing this because people often buy more cars during festivals.
Discounts, loans and extra household income may encourage purchases.
However, higher prices, delayed monsoons and fewer cars at dealerships could slow sales.
Automakers are introducing new models and facelifts across mass-market and luxury segments during India’s festive season.
Tata Motors has unveiled the Aeris compact sedan, while Hyundai is expected to announce pricing for the Bayon around October 10.
Toyota, Maruti Suzuki and Mercedes-Benz are preparing additional updates and launches, including refreshed models and electric vehicles.
Volvo is scheduled to launch the EX90 and ES90 electric models in India on October 12.
Analysts expect strong festive demand, but high prior-year sales, price increases, delayed monsoons and low dealer inventory could affect purchases.
- Who
- Indian automakers, including Tata Motors, Hyundai, Toyota, Maruti Suzuki, Mercedes-Benz, Volvo, BMW, Kia and JSW MG Motor India.
- What
- They are launching or updating cars across mass-market, electric, plug-in hybrid and luxury segments.
- When
- The launches are scheduled from the festive season beginning August 26 through late October, with some additional launches expected by year-end.
- Where
- India.
- Why
- Automakers are seeking to benefit from strong festive-season demand, while offering updated designs, new powertrains and additional features.
Festive Demand Optimists
Market Caution
Sales outlook
Festive Demand Optimists
Automakers and the article point to strong consumer demand, record sales across several brands and the festive season’s importance for passenger-vehicle purchases.
Market Caution
ICRA says demand may be affected by the high base from the previous year, recent vehicle price increases, delayed monsoons and relatively low dealer inventory.
Launch strategy
Festive Demand Optimists
New models, facelifts, additional features and multiple powertrains are expected to attract different kinds of buyers.
Market Caution
The article notes that previous-year GST 2.0 measures and unusually high dealer discounts had supported sales, making comparisons with this season more difficult.
- Festive season
- Began with Onam on August 26, followed by Ganesh Chaturthi on September 14, and is scheduled to culminate with Diwali on November 8.
- Tata Motors
- Unveiled the Aeris compact sedan, with deliveries expected to begin late this month.
- Hyundai Bayon
- Expected to be positioned between the Venue and Creta, with pricing expected around October 10.
- Volvo launches
- The EX90 and ES90 electric models are scheduled to launch in India on October 12.
- Recent launches
- JSW MG Motor India introduced the Tomahawk, while Kia launched the Sorento as its new flagship SUV.
- Luxury launches
- BMW introduced the i5 LWB and updated the i7 and 7 Series sedans.
- Market considerations
- High previous-year sales, vehicle price increases, delayed monsoons and relatively low dealership inventory may influence demand.