Record Demand for Thar ROXX
The impressive response to the Thar ROXX indicates its strong appeal among consumers. Mahindra stated, “The unprecedented response reflects the broad appeal of Thar ROXX, captivating customers nationwide.” The SUV is designed to combine style with a robust driving experience, enhanced performance, and top-notch safety features. It aims to stand out in the crowded SUV market, where it competes with established models like the Hyundai Creta.
Delivery Plans and Booking Process
Deliveries for the Thar ROXX are set to begin on Dussehra, a significant festival in India. Mahindra will notify customers regarding their delivery schedules in a phased manner over the next three weeks. Customers can continue to book the Thar ROXX at authorized Mahindra dealerships and through the Mahindra website.
Transition to Mainstream Market
The original Thar has been well-received for its rugged design and off-road capabilities, but it was often viewed as impractical for daily use or family trips. The Thar ROXX seeks to address these concerns, positioning itself as a compact SUV suitable for a wider audience. Mahindra plans to produce 6,500 units of the Thar ROXX each month and aims to sell over 1 lakh units in the coming year, making it a mainstream offering in the SUV market.
Competitive Pricing
The Thar ROXX is priced between Rs 13 lakh and Rs 20 lakh (ex-showroom), which aligns with Mahindra’s strategy to penetrate the lifestyle SUV segment while retaining off-road capabilities. Alongside the Thar 3-door variant, Mahindra intends to ramp up its production to a total of 9,500 units per month.
The Thar ROXX represents Mahindra’s efforts to evolve its iconic SUV into a versatile option that caters to a broader market segment while maintaining its adventurous spirit.