MUMBAI: India’s fourth-largest automaker, Mahindra & Mahindra (M&M), has unveiled the much-anticipated Thar Roxx on Independence Day.
The strategic launch aims to bolster the company’s presence in the competitive SUV market, with aspirations to make the Thar Roxx the leading product in the above Rs12.5 lakh category within the next three to five years.
The Thar Roxx is priced at Rs12.99 lakh for the base MX-1 petrol model, while the diesel variant starts at Rs13.99 lakh (ex-showroom). Pricing details for the higher-end models will be disclosed at a later date.
“Half of the industry operates below the Rs12.5 lakh price point, where Mahindra holds a 13 per cent market share. However, in the segment above Rs12.5 lakh, which accounts for 45 per cent of industry volume, we already command a 27 per cent market share. Our goal is to make the Thar Roxx the number one SUV in this category over the next three to five years,” said Rajesh Jejurikar, CEO of M&M.
Currently, in the above Rs12.5 lakh segment, Mahindra leads with the Scorpio at the top and the XUV700 securing the fifth position. Jejurikar is optimistic about increasing the company’s share in the below Rs12.5 lakh category as well, driven by the success of the recently launched Mahindra XUV 3XO.
Deliveries to begin during Dussehra
Bookings for the Thar Roxx will open online and at Mahindra dealerships on October 30, with test drives available starting September 14, 2024. Deliveries are set to begin during Dussehra, ensuring customers can start enjoying their new SUV this festive season.
The Thar Roxx was designed at the Mahindra India Design Studio (MIDS) in Mumbai, engineered at the Mahindra Research Valley (MRV) near Chennai, and developed and tested at the Mahindra SUV Proving Track (MSPT). It is being manufactured at Mahindra’s state-of-the-art facility in Nashik.
Superior off-roading capabilities
“The Thar brand has always symbolised freedom and community. With the Thar Roxx, we’re taking this legacy further by offering an SUV that blends striking design, refined driving dynamics, powerful performance, superior off-roading capabilities, top-notch safety, luxurious space, and advanced technology,” said Veejay Nakra, President of the Automotive Division at M&M.
“Our aim is to establish the Thar Roxx as the number one SUV in the above Rs12.5 lakh segment.”
“Thar Roxx marks the beginning of a new era for body-on-frame SUVs, built on our all-new M GLYDE platform. This platform allows us to combine the refined urban sophistication typical of monocoque SUVs like the XUV700 with unmatched off-road capabilities. With standout features like a panoramic skyroof, advanced Level 2 ADAS, and Harman Kardon branded audio, the Thar Roxx sets new standards for luxury and safety,” added R Velusamy, President of Automotive Technology and Product Development at M&M.
