Keep in mind that this is an article written by an American seemingly enamored by something in India, and like most write-ups of such kind, it romanticizes whatever happens in India while being over-critical of whatever happens back at home. As an Indian who currently lives in the US and has a much more 'level' view of both places, this fetishization is quite frustrating.
That being said, the ceremony looks a little too elaborate compared to what typically happens—the car is covered in flowers, and the dealership guy ceremoniously hands over a symbolic oversized key to the buyer. Pooja may or may not happen.
Also he rubbishes quite a bit what happens in the rest of the world (or is it US only).
I know that in the UK, I bought a new BMW and we came in, my wife got flowers, the car was covered and she got to pull it off to 'reveal' it, and the vendor took a good 1/2 hour explaining all the gadgets etc. So no flowers on the car and priest onboard, but definitely 'ceremonious' enough.
Plus the priest thing is very cultural and nothing to do with cars in specific. A lot of Indians typically do ritualistic ceremonies (pooja) for any slightly major life event. And for most Indians buying a car qualifies (even the cheapest car is a fundamentally aspirational purchase for the lower and the lower middle class).
I dunno if it's standard in the US, but Indians typically also distribute sweets to friends and neighbors to 'celebrate' the purchase.
That being said, the ceremony looks a little too elaborate compared to what typically happens—the car is covered in flowers, and the dealership guy ceremoniously hands over a symbolic oversized key to the buyer. Pooja may or may not happen.