Mahindra Aims to Lead SUV Segment with Thar Roxx

Mahindra & Mahindra aims to make its Thar range the leader in the mid-sized SUV segment over the next 3-5 years. The company recently launched the five-door Thar Roxx and plans to introduce more products under the brand. An investment of Rs 1,100 crore has been made in the development.

Mahindra & Mahindra has set its sights on dominating the mid-sized sports utility vehicle (SUV) segment in the next 3-5 years with its Thar range. The automaker recently rolled out the five-door Thar Roxx, with plans to introduce more products under the brand to address various customer needs.

According to Rajesh Jejurikar, Executive Director and CEO for auto and farm sectors at Mahindra & Mahindra, the aim is to make the Thar portfolio the leading brand in the more than Rs 12.5 lakh price point within the specified timeframe. Jejurikar emphasized that Thar Roxx is designed as a mainstream SUV, catering to the needs and requirements of buyers in this segment.

The company has invested approximately Rs 1,100 crore in the development of Thar Roxx, including the expansion of production capacity. Despite the considerable investment, Mahindra has no plans to export the new model. The company will begin bookings on October 3, 2024, with deliveries starting on Dussehra, October 12.