Mahindra Thar Roxx Launch Paves Path to Leadership in Mid-Size SUV Segment in Next 3-5 Years

Mahindra & Mahindra (M&M) has revealed ambitious plans to secure the top position for its Thar range in the mid-sized SUV segment within the next three to five years. The company launched the five-door Thar Roxx on Wednesday and indicated the possibility of introducing additional models under the Thar brand in the coming years to meet diverse customer needs.

Rajesh Jejurikar, the Executive Director and CEO for the auto and farm sectors at M&M, emphasized the company’s vision with the launch of Thar Roxx. “The opportunity that gets presented to us with the launch of Thar Roxx is that we would like to make it (the Thar portfolio) the number one brand over the next 3-5 years in the more than Rs 12.5 lakh price point,” Jejurikar stated to reporters. He highlighted that the Thar Roxx is not designed as a niche product but as a mainstream SUV, tailored to the preferences and requirements of buyers in the segment.

M&M has invested around Rs 1,100 crore in the development of the Thar Roxx, which includes creating additional production capacity for this new model. Jejurikar also clarified that there are no current plans to export the model.

In the domestic SUV segment, M&M holds a market share of about 19% by volume, and in the mid-sized SUV segment, their share stands at around 27%. SUVs priced over Rs 12.5 lakh represent approximately 45% of the total volumes in this category in India. The remaining volume is contributed by models priced lower. Prominent competitors in the mid-size SUV segment include the Hyundai Creta, Maruti Suzuki Grand Vitara, Kia Seltos, and Toyota Urban Cruiser Hyryder.

M&M also offers other SUV models like the XUV700, Scorpio Classic, and Scorpio N. The company announced that bookings for the Thar Roxx will commence on October 3, 2024, and deliveries are scheduled to start on Dussehra, October 12.

The Thar Roxx was designed at the Mahindra India Design Studio (MIDS) in Mumbai and is being manufactured at M&M’s plant in Nashik, Maharashtra.