Launched on September 25, 2024, the five-door Thar Roxx has been a huge success and helped propel the Thar brand into Mahindra & Mahindra’s second-best selling product after the Scorpio. With a 64% share of Thar sales in April-December 2025, it remains a major draw for SUV buyers.
24 Jan 2026 | 1256 Views | By Ajit Dalvi
The Mahindra Thar Roxx, launched on September 25, 2024, has clocked cumulative sales of over 100,000 units in the domestic market in early January 2026. This sales milestone for the five-door avatar of the Mahindra Thar brand comes a scant 16 months after its launch.
Between September 2024 and ...
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The Mahindra Thar Roxx, launched on September 25, 2024, has clocked cumulative sales of over 100,000 units in the domestic market in early January 2026. This sales milestone for the five-door avatar of the Mahindra Thar brand comes a scant 16 months after its launch.
Between September 2024 and end-December 2025, a total of 96,878 units of the Thar Roxx were sold (see wholesales data table below), which is 3,122 units short of the 100,000-units mark. Given that the Thar Roxx has averaged monthly sales of 5,973 units in Q3 FY2026 (October-December 2025), it can be surmised that the 100,000-unit milestone has been achieved in the first fortnight of January 2026.
The Thar Roxx has sold 96,878 units till end-December 2025, just 3,122 units shy of the 100,000-units milestone which would have been achieved in the first fortnight of January 2026.
The Thar Roxx’s strong growth potential was witnessed in its first seven months of sale in FY2025. With 38,590 units, the Thar Roxx was the best-selling new SUV launched in FY2025, a fiscal which saw a number of brand-new SUVs introduced by Mahindra (BE 6 and XEV 9e, Tata Motors (Curvv), Toyota (Urban Cruiser Taisor), Kia (Syros, Carnival), JSW MG Motor (Windsor EV), Skoda India (Kylaq) and Citroen India (Basalt) and contributed to the overall UV segment achieving record sales of 2.79 million units.
The five-door Thar is maintaining the same robust growth trajectory in the current fiscal. In the first nine months of FY2026 (April-December 2025), the Thar Roxx and sibling Thar (90,924 units, up 54% YoY) are the new second-bestselling Mahindra SUV after the Scorpio N/Classic (134,015 units) and are ahead of the Bolero (78,644 units), 3X0 (76,660 units) and the XUV700 (57,986 units). M&M’s two new electric SUVs – the BE 6 and XEV 9e (34,920 units) – are sixth in the model line-up.
Thar Roxx Commands 64% Share Of Thar Brand Sales In April-december 2025
Of the 90,924 Thars sold in April-December 2025, the Roxx commands a 64% share.
As a result of the two Thars’ strong performance, their share of M&M’s SUV sales has also risen substantially. In the first three quarters of FY2026, the two Thars with combined sales of 90,924 units have a 19% share of the total 476,476 Mahindra SUVs sold as compared to 15% in April-December 2024 (59,093 Thars from 402,360 Mahindra SUVs).
Between the two models, the Thar Roxx (58,288 units, up 169% YoY) commands the bulk of the sales – 64% – while the three-door Thar (32,636 units, down 13%) accounts for the remaining 36 percent. This is understandable given that the five-door Thar Roxx, which won Autocar India’s Car of the Year 2025 award, appeals to a wider target audience as a more practical and more mainstream product than the already popular three-door Thar. Importantly for M&M, the Thar Roxx has taken the SUV battle into many a rival’s camp.
The surging consumer demand for the Thar Roxx has helped M&M register strong 18% YoY growth in April-December 2025 with its overall SUV sales of 476,476 units (April-December 2024: 402,360 units). Proof of the surging consumer demand is that the Thar Roxx, which was launched four years after its three-door sibling, already accounts for 27% of the total 340,142 Thars sold in the domestic market.
Now, in an effort to further pump up the Roxx’ sales volume, M&M has launched a new Star Edition priced from Rs 16.85 lakh (ex-showroom). Based on the top-end AX7L trim, Thar Roxx Star Edition sports a blacked-out exterior and interior cosmetic elements along with a new Citrine Yellow which expands the existing Roxx colour palette of Tango Red, Everest White or Stealth Black.
Now that it has surpassed 100,000 sales in 16 months, will the Thar Roxx achieve the 200,000 milestone in a lesser timespan? Watch this space for regular sales updates and analyses.
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