Mumbai, October 19, 2025 – This Dhanteras 2025, India witnessed an unprecedented surge in car deliveries, as consumers increasingly opted for vehicles over traditional gold purchases amid rising gold prices. Automotive dealerships across major cities reported record footfalls, with buyers investing in cars as both a practical asset and a status symbol during the festive season.
Industry insiders noted that the preference for cars over gold marks a shift in consumer behavior, reflecting changing priorities and financial strategies among Indian households.
Surge in Car Deliveries
According to data from leading automakers, car deliveries increased by over 35% compared to last year. Premium and mid-segment vehicles saw the highest demand, while electric and hybrid models also registered notable growth. The trend indicates a growing focus on long-term investments and lifestyle purchases during festivals, traditionally dominated by gold.
Mr. Rajesh Kapoor, a senior dealer at Mumbai’s premium car showroom, said:
“Despite high gold prices, customers are choosing cars over traditional purchases. Practicality, convenience, and the value of a tangible asset like a car are influencing their decision-making this Dhanteras.”
Factors Driving the Shift
Several key factors contributed to the surge in car deliveries:
High Gold Prices: With 24-carat gold priced at ₹13,086 per gram, consumers are looking for alternative investments.
Rising Disposable Income: Increasing earnings, especially in urban centers, are enabling more households to afford vehicles.
Ease of Financing: Attractive EMI schemes, low-interest loans, and festive discounts are making car ownership more accessible.
Preference for Practical Assets: Consumers view cars as long-term investments that provide utility and potential resale value.
Automotive analyst Priya Verma commented:
“The Dhanteras surge in car deliveries is a reflection of evolving consumer behavior. While gold remains symbolic, vehicles are seen as more practical, offering both status and functional benefits.”
Impact on the Automotive Industry
The festive season spike has been a boon for the automotive sector. Showrooms reported full bookings for popular models, while manufacturers scrambled to meet growing demand. Additionally, electric vehicle (EV) sales have shown an upward trend, signaling increasing environmental awareness among buyers.
Mr. Anil Mehta, spokesperson for a leading car manufacturer, said:
“We have seen a strong demand across segments, particularly for compact SUVs and EVs. Dhanteras is traditionally associated with auspicious purchases, and this year, vehicles have become a preferred choice for many consumers.”
Consumer Insights
For many Indian households, purchasing a car during Dhanteras is more than just a transaction—it is a blend of cultural tradition and financial planning. Consumers are leveraging festive discounts, zero-cost EMIs, and long-term warranties to make informed choices.
Ms. Neha Sharma, a first-time car buyer from Delhi, shared:
“We usually buy gold during Dhanteras, but this year, we decided to invest in a car for our family. It feels more practical, and we can use it every day, unlike gold, which remains locked away.”
Broader Economic Implications
The surge in car deliveries reflects broader economic trends in India. Rising disposable incomes, better financing options, and changing consumer preferences are reshaping traditional festive spending. Analysts believe this trend could have long-term implications for the automotive industry, encouraging manufacturers to introduce more festive offers and launch innovative vehicle models.
Conclusion
Dhanteras 2025 has witnessed a remarkable shift in consumer behavior, with car deliveries hitting record numbers despite high gold prices. The preference for practical, tangible assets such as vehicles over gold highlights evolving priorities among Indian consumers.
Automakers and dealerships have benefitted from the festive surge, and the trend suggests that future Dhanteras seasons may continue to see strong vehicle sales alongside traditional gold purchases.
With increasing disposable income, favorable financing schemes, and cultural significance attached to purchases during Dhanteras, cars are emerging as the new gold for many Indian households.
