Maruti Suzuki’s latest midsize SUV, the Victoris, has set the stage for an intense competition with Hyundai, which has dominated this segment with the Creta for nearly a decade. With the Victoris joining the Grand Vitara, Maruti now has a twin-offensive strategy aimed at unseating Hyundai from its leadership position in the most fiercely contested SUV category.
At the Victoris’s price announcement on September 15, Partho Banerjee, senior executive officer, marketing & sales, Maruti Suzuki India, made the company’s ambition clear. “In the entry SUV segment, we are market leaders … our aspiration is to become the leader in midsize SUVs as well,” he said. While he avoided setting a timeline, the intent was clear that Maruti is ready to take the fight to Hyundai.
Analysts believe Victoris may help Maruti close gaps
The Grand Vitara alone has struggled to match the Creta’s sales numbers. This calendar year (January–August), the Creta has sold 133,382 units, averaging nearly 16,700 units a month. In comparison, the Grand Vitara has managed 68,166 units, or about 8,500 units a month, almost half the Creta’s tally. But with the Victoris joining the line-up, analysts believe Maruti could realistically narrow the gap.
Gaurav Vangaal, associate director at S&P Global Mobility, told FE that Maruti’s dual approach may finally make the battle competitive. “The Grand Vitara sells almost half of Creta, and with the Victoris, expect that number to double. In such a scenario, Maruti Suzuki will be able to catch up with the Creta,” he said. However, he also warned of a potential pitfall, which is the risk of one Maruti SUV cannibalising the other. “It will be neck-and-neck over the next few months,” he added.
What might tilt the balance is Maruti’s distribution network. The Grand Vitara is sold through Nexa’s 600-odd dealerships, while the Victoris will be retailed via the mass-market Arena network, which has more than 3,000 outlets. A former Maruti executive explained the significance, “Even if one Arena dealer sells just three units a month, that alone adds up to nearly 10,000 units, which, when combined with the Grand Vitara’s sales, could be enough to outpace the Creta”.
Banerjee, though, dismissed fears of cannibalisation. He stressed that despite sharing platforms and engines, the two SUVs target distinct audiences. “The Grand Vitara appeals to a mature base with subtle colours and a sophisticated presence. The Victoris, with its vibrant shades, Dolby Atmos speakers and youthful positioning, is for younger buyers. Add to that separate sales channels, and cannibalisation won’t be a major concern,” he said.
Hyundai Creta Electric sales slip as Maruti gains with CNG, hybrid options
Meanwhile, Hyundai has reasons to be watchful. Its big bet on the Creta Electric earlier this year has not worked, with monthly sales slipping from 18,522 in January to 15,924 in August. Maruti, on the other hand, has the advantage of offering CNG options in both the Victoris and Grand Vitara, apart from petrol mild hybrid and strong hybrid variants, at a time when CNG adoption is on the rise.
Yet, dethroning the Creta might not be easy. The SUV enjoys unmatched brand equity and loyalty. Analysts say 40% of Creta customers return to buy the model again, while more than a quarter are upgraders from smaller Hyundai cars. Crucially, Hyundai offers powerful turbo engines that Maruti lacks, a factor that remains decisive in this segment. Despite rising competition, Creta sales have only strengthened – 2024 was its best year, and 2025 is already on track to set another record.
Maruti’s Victoris–Grand Vitara positioning is bold, carefully segmented and backed by its vast sales network. But whether this two-pronged push is enough to topple the Creta remains to be seen.
