India’s SUV market is entering one of its most closely watched quarters, with multiple manufacturers preparing launches that reflect shifting consumer priorities around electrification, advanced safety technology, connected features and flexible ownership models. The January–March 2026 window is not only about new nameplates but also about how brands are structuring pricing, pre-booking programmes and feature positioning to capture demand early in the buying cycle.
One of the most significant launches this quarter is the electric SUV from Maruti Suzuki, the e VITARA. As the company’s first fully electric offering for the Indian market, it marks a strategic pivot for the country’s largest carmaker. The model has been introduced with an entry price starting at ₹10.99 lakh under a battery subscription structure, positioning it aggressively within the mid-size SUV space. The pricing approach separates the vehicle cost from battery usage charges, aiming to lower the initial purchase barrier for EV buyers. Bookings have opened with a token amount of ₹21,000, signalling an effort to encourage early commitments in a segment where buyers often wait for real-world reviews.
In terms of features, the e VITARA reflects the growing expectation that electric SUVs must match or exceed their internal combustion counterparts in technology and comfort. It comes equipped with dual digital displays for infotainment and instrumentation, connected car capabilities, ventilated front seats, a powered driver’s seat, wireless charging and advanced driver assistance systems. The inclusion of ADAS in particular underscores how safety technology is increasingly becoming a differentiator even in the mainstream segment.
Toyota is also strengthening its electric portfolio this quarter with the Urban Cruiser Ebella. Bookings for the model opened in January 2026 with a reservation amount of ₹25,000, while the official pricing announcement is expected soon. Toyota has emphasised fast-charging compatibility and connected charging solutions as part of its ownership pitch. The company is also highlighting long-term battery warranty coverage and structured buyback or assurance programmes to address concerns about EV depreciation and battery longevity. These measures indicate that consumer confidence, rather than just range or acceleration figures, is central to EV adoption in India at this stage.
In the internal combustion engine segment, the new-generation Renault Duster is making a notable comeback. The Duster was once a defining product in India’s mid-size SUV category, and its relaunch represents Renault’s renewed push in the market. Pre-bookings have opened at ₹21,000, with the official price announcement scheduled for mid-March 2026. The updated model is expected to offer a significantly upgraded feature set compared to its predecessor, including a panoramic sunroof, ventilated seats and advanced driver assistance features. Turbo-petrol variants are expected to lead initial deliveries, with hybrid versions to follow later. Renault’s strategy suggests an attempt to reposition the Duster as a feature-rich alternative in an increasingly competitive mid-size landscape.
At the premium end of the spectrum, Volkswagen is preparing to introduce the Tayron R-Line in India. Positioned as a seven-seat SUV with a performance-oriented R-Line treatment, the Tayron has opened pre-bookings with a reservation amount of ₹51,000. Market expectations place its pricing in the ₹45–50 lakh ex-showroom bracket, although final figures are awaited. The higher booking amount reflects the brand’s focus on serious buyers and limited early allocations. In the premium SUV category, early booking tokens often serve as a demand filter, helping manufacturers manage inventory and import volumes efficiently.
Škoda is also refreshing its presence in the mid-size SUV segment with updates to the Kushaq. The revised version is expected to feature updated exterior styling cues, including refreshed lighting signatures, along with feature enhancements to remain competitive in a segment that has seen rapid evolution in the past two years. While the powertrain strategy remains centred on turbo-petrol engines, the emphasis is on maintaining value and safety credentials in a market where buyers are increasingly comparison-driven.
Across segments, a few clear trends are emerging this quarter. Electrification continues to gain traction, but manufacturers are focusing equally on affordability frameworks such as battery subscription models and long-term warranty assurances. Booking strategies have become more structured and data-driven, with token amounts varying by segment and brand positioning. Advanced driver assistance systems, panoramic sunroofs, large digital displays and connected car technology are no longer niche offerings but near-expected features in new launches.
Price sensitivity remains high, particularly in the mass and mid-size SUV segments, which explains the emphasis on introductory pricing, flexible ownership options and early booking incentives. In the premium space, exclusivity and allocation management are shaping booking trends more than price competitiveness alone.
As the quarter progresses, final price announcements and delivery timelines will ultimately determine how these launches translate into sustained sales momentum. However, the early booking responses suggest that Indian SUV buyers are increasingly willing to commit ahead of official price disclosures, provided brands offer clarity on ownership costs, technology features and long-term value retention. The coming weeks will reveal whether this strategy-driven launch cycle converts early intent into consistent showroom traffic and sustained demand.
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Last Updated on: Wednesday, February 18, 2026 11:40 am by News Proton Team | Published by: News Proton Team on Wednesday, February 18, 2026 11:40 am | News Categories: Automobile