Indian automakers reshape vehicle discovery for AI-led search and dealership conversion

Maruti Suzuki, Tata, Hyundai and Mahindra are tuning variant data, AI chat and recommendation journeys as consumers increasingly shortlist vehicles through generative AI. Mahindra says its HyGenie tool has helped drive test-drive engagement, while accurate product information becomes central to visibility.

— Source publishedWed, 16 Sept, 2026, 09:08 IST·First seen Wed, 16 Sept, 2026, 09:42 IST·Source ET Brand Equity

What happened

Maruti Suzuki · Indian automakers are adapting marketing and dealership journeys for AI-led vehicle discovery, prioritising accurate variant data, personalised

Key facts

  • ₹25 lakh
  • ₹1 lakh
  • 1,923 passenger-vehicle variants
  • 360-degree camera
  • Nearly 70% of HyGenie users prefer the AI-led experience
  • 17,000 test drives booked for the XUV 7XO

Why this matters

Target partnerships or acquisitions in automotive product-information management, conversational AI and lead-to-test-drive orchestration to strengthen AI-mediated retail conversion.

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