From launch in October 2020 till April 2025, the Thar has sold 259,921 units and contributed 15% to M&M’s sales over 54 months. The Thar brand’s best 12-month sales were in FY2025 with 84,834 units with the five-door Thar Roxx contributing 38,590 units in just six months of sale while the three-door Thar sold 46,244 units over 12 months.
14 May 2025 | 743 Views | By Ajit Dalvi
The Mahindra Thar SUV has driven past the 250,000 sales milestone in the Indian domestic market. As per SIAM wholesales numbers, total sales of the Thar from launch in October 2020through to end-April 2025 are 259,921 units. Launched first as a three-door model, the Thar received a five-door sibling ...
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The Mahindra Thar SUV has driven past the 250,000 sales milestone in the Indian domestic market. As per SIAM wholesales numbers, total sales of the Thar from launch in October 2020 through to end-April 2025 are 259,921 units. Launched first as a three-door model, the Thar received a five-door sibling and a sales accelerator in the form of the Thar Roxx in September 2024.
The Thar’s 250,000 sales milestone comes up 54 months after the second-generation Thar was introduced. During this four-and-a-half-year period, Mahindra & Mahindra has sold a total of 17,00,317 SUVs, which gives the two Thars a 15% share of the company’s sales since October 2020
The second-generation Thar in its three-door avatar won over buyers with its direct appeal to off-roading while also luring a large number of buyers with its new ability to be deployed as an everyday SUV as a result of its modern interior and features, relatively easy driving manners and also automatic transmission options.
The launch of the Thar Roxx – the five-door avatar of the Thar – on September 25, 2024 has helped further accelerate the Thar brand's sales and also widen this SUV's target audience, which now includes families, as a more practical and more mainstream product than the already popular three-door Thar and has also taken the battle into many a rival’s camp.
THAR ROXX AS A GROWTH ACCELERATOR
Over the past three fiscal years, the Thar brand’s sales have risen at a robust pace. As per the data table above, FY2022 – the first year of 12-month sales – saw 37,844 Thars being sold. FY2023 (47,106 units) was a YoY increase of 24% and FY2024 (65,246 units) up 38% on that. FY2025 sales rose 30% YoY to a record 84,834 units, further empowered by the introduction of the new Thar Roxx.
In fact, the five-door Thar Roxx, which won Autocar India’s Car of the Year 2025 award, in just six months of launch (October 2024-March 2025) clocked wholesales of 38,590 units and accounted for a 45% share of total Thar brand sales of 84,834 units, averaging 6,431 units.
This is better than the three-door Thar which sold a total of 46,244 units in FY2025, accounting for a 55% share of M&M’s SUV sales albeit down 29% YoY (FY2024 3-door Thar sales: 65,246 units) and averaged monthly sales of 3,853 units last fiscal. To put it briefly, the Thar Roxx has taken away some of its sibling’s sales as well as eaten into the competition. From M&M’s perspective, the Thar brand received a booster shot in the Roxx which should go on to do even better in FY2026.
The Thar Roxx’s success is also seen in the face that it is the best-selling new SUV launched in FY2025, a fiscal which saw a number of brand-new UVs introduced by Mahindra (BE 6 and XEV 9e, Tata Motors (Curvv), Toyota (Urban Cruiser Taisor), Kia (Syros, Carnival), JSW MG Motors (Windsor EV), Skoda (Kylaq) and Citroen India (Basalt) and contributed to the overall UV segment achieving record sales of 2.79 million units.
The two Thars have opened FY2026 in the same strong growth trajectory. Combined sales of the Thar Roxx and the Thar of 10,703 units are up 74% (April 2024: 6,160 units) and accounted for a 20% share of M&M’s sales of 52,330 units last month, compared to 15% in April 2024 when the Thar 3-door SUV was the only model on sale.
Given the strong and sustained demand for the Thar Roxx, Mahindra & Mahindra has recently confirmed plans to increase production capacity for this model, as well as for the XUV 3XO, by 3,000 units per month.
Meanwhile, it is learnt that the company, which surpassed the half-a-million sales milestone for the first time in FY2025, has phased out the convertible top variants of the Thar and also begun work on a facelifted model (codenamed W515) as a mid-cycle refresh for the five-year-old three-door Thar.
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