Automobile industry play a significant role in any economy and SUVs is one of the fastest growing segments of this industry known for its ruggedness, Sporty looks and spaciousness. The rising popularity of Sport Utility Vehicles (SUVs) in the Indian automobile market has attracted significant attention from researchers and industry practitioners. Understanding the factors driving this trend is crucial for industry stakeholders to meet consumer demands effectively. Our study aims to explore consumer preferences, purchasing behaviour and the underlying factors influencing the increasing demand for SUVs in the Indian market. Using a descriptive cross-sectional research design, data was collected through structured surveys administered via Google Forms. The sample consisted of 181 respondents, including both SUV owners and non-SUV owners, representing diverse populations in the Delhi, National Capital Region (NCR). The survey focused on collecting data to identify the most significant factors driving the demand for SUVs, factors considered by consumers while make purchase decisions and perceived limitations of SUVs. The findings revealed changing consumer perceptions, with Indian consumers shifting away from traditional notions and perceiving SUVs and MUVs as economical, powerful, and stylish options. Affordability, latest style and status were identified as key drivers of the increasing demand, with advancements in technology enhancing performance, fuel efficiency, and safety features. Launch of small size affordable models of SUV will be the success factor for competitors.