Mahindra Thar Roxx: The Off-Road Beast Taking India by Storm

Indian buyers have described the Mahindra Thar in various ways. Some call it a proper 4×4, while many others consider it a great off-roading vehicle. Most, however, simply describe it as an absolute beast. Irrespective of the adjectives used, the car is undeniably a hot seller. But bland praise doesn’t adequately convey its appeal.

To truly understand the Thar’s efficacy, one must examine its incredible market performance, especially in its country of origin. Take, for instance, the Thar’s sales figures from the last year; in India, one of the finest makes from the house of Mahindra sold no fewer than 47,108 units in FY2023. This, notably, was a 24 percent year-on-year increase.

Now, this popular and muscular car has received a new avatar. The Mahindra Thar has begun deliveries in the heart of the Indian subcontinent.

An apt name

Aptly named the “Roxx,” Thar’s latest incarnation has already received close to 1.76 lakh bookings in just one hour of opening. If that’s not a massive number, what is?

Pricing that Roxx

As for pricing, the Thar starts at INR 12.99 lakh and goes up to 22.4 lakhs. In the current market, the Thar Roxx competes against the likes of Gurkha, Bolero, and other makes from the Mahindra stable, such as the Scorpio-Classic.

It’s important to note that the latest offering of the Thar is a newly designed 3-door model that is more suited for off-road adventures. A robust and powerful-looking wagon, the Thar Roxx’s best days, it could be said, lie ahead.

What does the competition look like?

However, two of the closest competitors to the latest Mahindra offering could well play a role in shaping the market dynamics in the SUV space. These are the 5-door Gurkha and the Maruti Jimny.

The Thar Roxx is a family-friendly touring SUV that combines the concept of off-roading with recreation and adventure, making it hard to find any pitfalls with this machine. From a classical point of view, the Mahindra Thar Roxx is an amazing new addition to Indian roads, which have never lost an iota of love for muscular makes like this SUV. There’s a sense of excitement and adventure that automatically comes to the fore the moment one encounters a newly launched sports utility vehicle, especially one suited for maneuvering difficult or challenging terrains, which is the big plus point with the Thar Roxx.