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India’s automobile industry has witnessed transformative moments, but none as impactful as the Maruti Suzuki revolution of the 1980s.

The Maruti 800 democratized car ownership, making vehicles accessible to the formidable ‘middle class’ and revolutionizing the Indian car market.

Today, as the country stands on the cusp of an EV revolution thanks to the Indian automotive giants and the global EV players including the imminent entry of Tesla, a similar transformative push is needed to make EVs mainstream.

Here’s why India needs a Maruti-like revolution to accelerate EV adoption in a country which is perhaps defying the odds by going the big, bold, pricey and techniful way with its love for everything SUV, even in EVs.

The Maruti Revolution: A Blueprint for EVs

India’s largest car maker Maruti Suzuki’s success lies in its ability to offer affordable, reliable, and fuel-efficient cars tailored to Indian needs and roads. Maruti cars are known for their functionality, frugality and freedom delivered to their owners.

The Maruti 800 became synonymous with middle-class aspirations, selling over 2.7 million units during its production run.

This revolution was not just about a car; it was about creating an ecosystem of manufacturing, servicing, and financing that made car ownership seamless.

For EVs, a similar approach is essential. While EVs promise sustainability, their expensive upfront costs, limited charging infrastructure which leads to charge anxiety, and limited range issues deter many buyers.

A Maruti-like revolution would mean an all-encompassing effort: affordable EVs, robust charging networks, and incentives that make electric mobility accessible to all.

Hybrid Vehicles: A Stepping Stone

Hybrid vehicles, which combine internal combustion engines or ICE with electric motors, are gaining traction as a transitional solution.

According to Vahan data, in 2024, hybrid vehicle sales in India surged by 7%, with approximately 3.55 lakh units sold.

Toyota and Maruti Suzuki dominated this segment, with models like the Toyota Innova Hycross and Maruti Grand Vitara leading the charge.

These vehicles address range anxiety while introducing consumers to electric mobility.

However, hybrids alone cannot achieve India’s ambitious EV targets.

A Maruti-like revolution would involve scaling up the production of affordable battery electric vehicles or BEVs while leveraging hybrids as a bridge technology.

ICE vs. EV Sales: The Gap to Bridge

Despite the growing interest in EVs, ICE vehicles dominate India’s automotive market. Nearly 2 million EVs were sold in 2024, accounting for 7.4% of the total 26 million vehicles sold in India, highlighting the need for a paradigm shift.

To replicate Maruti’s success, EV manufacturers must focus on affordability, reliability, and widespread charging and service networks.

Government policies, such as subsidies, tax incentives and policies to encourage hassle and anxiety-free installation of home chargers, can play a pivotal role in bridging this gap.

The Craze for Bigger SUVs

India’s love affair with SUVs is reshaping the automobile market.

In 2024, SUVs accounted for around 55% of passenger vehicle sales, a record high, reflecting a shift in consumer preferences to more expensive and big SUVs and MUVs.

The demand for larger, more rugged vehicles is driven by factors like road conditions, family-oriented travel, and the ‘political or apolitical’ aspirational value associated with SUVs.

This trend presents both challenges and opportunities for EV adoption.

While larger vehicles require more powerful batteries and advanced technology, they also offer a platform for innovation, and that is evident now with the record booking figures for the MG Windsor, and Mahindra’s Be 6 and XEV 9e. Point to note: all three models are larger MUVs or CUVs (crossover SUVs).

Electric SUVs like the Tata Nexon EV and Hyundai Kona had the first-mover advantage.

But a Maruti-like revolution could bring affordable electric SUVs to the masses. Maruti unveiled its first electric SUV, the e Vitara, at the Auto Expo early this year and is likely to launch later this year.

Till then, the Nexon EV or the Punch EV will continue to remain the flag bearers for this segment.

The Demand for Strong Hybrids

India is largely a mileage-led personal mobility market.

The “kitna deti hai” question remains the most answered at showrooms across India, the battery range replacing fuel/km mileage in the EV age.

To rewind, CNG adoption in India was somewhat quickened by the strong promise of saving money per km done and that is how we roll in India.

If the vehicle promises to save money in the longer term, the reasoning against a higher upfront premium is lost in the haze of calculating the total math of what is likely to be saved.

Strong hybrid vehicles, which offer a balance between fuel efficiency and performance, are gaining popularity in India.

Toyota and Maruti Suzuki accounted for 96% of hybrid car sales in 2024, with models like the Toyota Innova Hycross, Hyryder and Maruti Grand Vitara leading the segment. These vehicles are a practical solution for consumers hesitant to go full electric.

A Maruti-like revolution in the EV space would involve leveraging the success of strong hybrids to build consumer trust and pave the way for BEVs.

Maruti’s Reluctance to Lead in the EV Space

Despite its legacy of innovation, Maruti Suzuki has been hesitant to embrace the EV revolution.

It could very well have led the revolution with its leadership status yet Tata Motors took that responsibility when it launched the Tata Nexon EV in 2020 making it India’s first electric SUV.

Maruti cited concerns about affordability, infrastructure, and market readiness as reasons for its cautious approach.

While competitors like Tata Motors and Mahindra went ahead by making bold moves in the EV space, Maruti’s reluctance risks leaving it behind in the race for electric mobility in India as global EV leader BYD is already making its presence felt and Tesla yet again preparing to knock India’s door.

Safety: A Key Concern for EV Buyers

Safety is a critical factor for EV buyers, much like it was for Maruti customers in the 1980s. However, the concerns differ.

While Maruti customers prioritized frugality and reliability, EV buyers are also concerned about NCAP and Bharat NCAP ratings, battery safety, thermal runaway risks, and charging infrastructure reliability.

Models like the Tata Punch EV, which scored high in crash tests, demonstrate that safety can be a selling point for EVs.

A Maruti-like revolution in the EV space would involve not just affordability but also a focus on safety standards, robust battery management systems, wide service and affordable charging network, frugal after-sales requirements and consumer education to address safety concerns.

What Next?

India’s EV journey requires a holistic approach that mirrors the Maruti revolution. This includes:

Affordable EVs: Entry-level models priced competitively with ICE vehicles.

Robust Infrastructure: A nationwide network of affordable charging stations and laws to encourage at-home charging to alleviate charge anxiety

Consumer Awareness: Campaigns to educate buyers about the benefits and safety of EVs

Policy Support: Incentives for manufacturers and buyers to make EVs more accessible.

The Maruti revolution transformed India’s automobile landscape by making cars a part of everyday life.

A similar revolution in the EV space can make electric mobility the norm, driving India towards a sustainable and greener future.

What do you think? Are we ready for the next big leap in India’s automobile history?