Mahindra Thar Brand Crosses 400,000 Sales, Thar Roxx Sells 139,000 Units in 22 Months

Mahindra & Mahindra, which continues to ride the surging consumer wave of demand for SUVs, has seen yet another of its popular brands achieve the 400,000 wholesales milestone in the domestic market. The Thar brand, born with the launch of the three-door Thar in October 2020 and expanded four years later by the five-door Thar Roxx in September 2024, has driven past the 400,000-unit wholesales mark. Having crossed the 300,000 milestone in early September 2025, the last 100,000 units have been sold in around 10 months, powered by consumer demand for the more mainstream Thar Roxx.

Cumulative wholesales data of the Thar brand reveals that from October 2020 till end-July 2026, the Thar and Thar Roxx together have sold 407,394 units. While the 3-door Thar has sold 267,731 units in 45 months since launch and has a 66% share of total Thar brand sales, the 5-door Thar Roxx has sold 139,663 units in just 22 months since launch and has snapped up a 34% share.

Thar brand’s 407,394 units comprise 267,731 three-door Thars and 139,663 Thar Roxx SUVs. In Q1 FY2027, the Thar Roxx had a 61% model-wise share while the three-door Thar had 39 percent.

The Thar brand’s 400,000 wholesales milestone comes 69 months after the second-generation Thar was launched. During this period, Mahindra & Mahindra has sold an estimated 24,83,008 SUVs, which gives the two Thars a 16% share of the company’s sales since October 2020.

At launch nearly six years ago, 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 Thar Roxx – the five-door avatar of the Thar – launched on September 25, 2024 has helped 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.

The 418,493 SUVs M&M sold in the first 7 months of this year are already 67% of CY2025’s 625,603 units. With 5 months left in CY2026, M&M looks well set to cross the 700,000 milestone this year.

Mahindra Headed for Record Sales of Over 700,000 SUVs in CY2026

Seven months into CY2026 and having clocked wholesales of 418,593 SUVs, up 19% YoY (January-July 2025: 351,065 units), M&M is well set to surpass the 600,000 milestone for the second straight calendar year, after CY2025’s record 625,603 units and even hit 700,000 annual sales.

Having already achieved 67% of CY2025 sales and with five months left to go in the current year, the company is 207,011 units from hitting a new high for calendar-year sales. If the average monthly wholesales of 59,487 units between May-July is maintained in the August-December period, M&M could even cross the 700,000-units milestone for the first time in CY2026.

In terms of model-wise share of M&M wholesales in the first seven months of this year, the Scorpio twins (60,599 units, up 7% YoY) continue to top the chart with a 26% contribution. The Thar Roxx and Thar (42,473 units, up 5% YoY) maintain their No. 2 position with an 18% share, followed by the indefatigable Bolero (36,301 units, up 12% YoY) which has a 15% model-wise share. The XUV 7XO, launched in December 2025, has jumped into fourth position with 35,443 units and a similar 15% share of M&M factory dispatches in January-July 2026. The 3XO compact SUV (33,726 units, up 13% YoY) is ranked fifth. M&M continues to benefit from the demand for its e-SUVs, particularly the XEV 9S.

In CY2026 YTD, M&M’s e-SUV sales have soared by 62% YoY to 26,249 units (January-July 2025: 16,176 units). As a result, the EV share of Mahindra SUV sales has risen to 11% from 8% a year ago. The growth driver for this is the XEV 9S e-SUV (launched in December 2025) which has sold 20,449 units to snap up a 9% share of M&M’s overall SUV sales in the first seven months of this year. The BE 6 and XEV 9e (5,556 units) and XUV400 (244 units) are the three other models in the company’s e-SUV portfolio.