M&M launches Thar Roxx, targets to rule above Rs 12.5 lakh category

The Thar Roxx is priced at Rs12.99 lakh for its entry-level model MX-1 (petrol)

Mahindra & Mahindra (M&M), India’s fourth-largest automotive manufacturer, has unveiled the highly anticipated Thar Roxx on Independence Day, aiming to strengthen its position in the sport utility vehicle (SUV) market.

The company expects the Thar Roxx to become the leading product in the Rs 12.5 lakh category, where Mahindra currently holds a 27 per cent market share. M&M aims to establish the Thar brand as the country’s best-selling SUV within three to five years.

The Thar Roxx is priced at Rs 12.99 lakh for the entry-level MX-1 (petrol) model, with the diesel version starting at around Rs 13.99 lakh (ex-showroom). Prices for higher-end variants will be announced later.

 

“We are already leading in the SUV category by revenue market share and are second in terms of volume. With the Thar Roxx, we expect a surge in our volumes. In the next three to five years, Thar will become the top brand in the Mahindra portfolio and the no. 1 SUV in the country,” said Veejay Nakra, president of the automotive division at M&M.

Currently, the Thar brand has a production capacity of 9,500-10,000 units per month. To become the leading brand, the company aims to achieve monthly sales of 14,000-16,000 units.

M&M has set a goal of reaching a manufacturing capacity of 64,000 units per month (including electric vehicles/EVs) for the current financial year, with a target of 72,000 units for the next financial year.

The company plans to produce around 10,000 EVs per month by the end of this financial year.

“Half of the industry operates at a price point below Rs 12.5 lakh, where Mahindra has a 13 per cent market share. In contrast, we hold a 27 per cent market share in the Rs 12.5 lakh category, which constitutes 45 per cent of industry volume. We aim to make our SUV brand the top choice in this segment within the next three to five years,” said Rajesh Jejurikar, chief executive officer of M&M.

Among the top five models in the Rs 12.5 lakh category, M&M’s Scorpio ranks first, and the Mahindra XUV700 is fifth.

Jejurikar expressed optimism that the success of the recently launched Mahindra XUV 3XO will help improve the company’s market share in the below Rs 12.5 lakh category as well.

Bookings for the Thar Roxx will open online and at Mahindra dealerships on October 30, with test drives starting from September 14, 2024. Deliveries will begin this Dussehra, allowing customers to enjoy their new Mahindra SUV as soon as possible.

Designed at the Mahindra India Design Studio in Mumbai, engineered at the Mahindra Research Valley near Chennai, and developed and tested at the Mahindra SUV Proving Track, the Thar Roxx is manufactured at Mahindra’s advanced facility in Nashik.

“The Thar brand has always been a cultural phenomenon, symbolising freedom and a strong sense of community. Building on this legacy, the Thar Roxx is the SUV that seamlessly combines head-turning design, a refined drive, powerful performance, superior off-roading capability, ultimate safety, luxurious space, and advanced technology. With the Thar Roxx, we are not just enhancing the SUV experience; we are aiming to make the Thar brand the top SUV in the Rs 12.5 lakh segment,” said Nakra.

“The Thar Roxx represents a new era of refined body-on-frame SUVs, built on our all-new M-Glyde platform. This cutting-edge platform enables us to deliver the best of both worlds — blending the urban sophistication typically found in monocoque (unibody) SUVs like the XUV700 with unparalleled, tech-enabled off-road capabilities. With standout features such as a panoramic sunroof, advanced Level 2 driver assistance systems, and Harman Kardon audio, the Thar Roxx redefines the ownership experience, setting new benchmarks in luxury and safety," said R Velusamy, president of automotive technology and product development at M&M.