Mahindra Thar ROXX gets 1.76 lakh bookings in 60 minutes

Mahindra & Mahindra Ltd, India's leading SUV manufacturer, today announced that the newly launched Thar ROXX has registered 1.76 bookings within 60 minutes of booking commencement at 11.00 am. This is the highest first-day booking for any of the company's products.

"The unprecedented response reflects the broad appeal of Thar ROXX, captivating customers nationwide. With its head-turning design, refined driving experience, powerful performance, unmatched off-roading capability, top-tier safety features, spacious interiors, and advanced technology, Thar ROXX continues to set new benchmarks as a category disruptor in the SUV segment," the company said.

Deliveries of the Thar ROXX will commence on Dussehra day. “As deliveries begin, Mahindra will inform customers about their tentative delivery schedules in a phased manner over the next three weeks,” it said, adding that bookings for the Thar ROXX will remain open at all authorised Mahindra dealerships and Mahindra website.

The Thar, an iconic SUV from Mahindra, has garnered a passionate following since its launch. Renowned for its rugged design and off-road capabilities, the Thar is a perfect blend of classic aesthetics and modern features. 

Equipped with powerful engines, including diesel and petrol options, it delivers robust performance, whether navigating city streets or tackling challenging terrains.

However, the model was primarily positioned as a second vehicle as it was largely impractical as a daily driver or a family car.

Thar ROXX has been Mahindra’s way of fixing the above problem, and leveraging the brand to drive into the compact SUV market currently dominated by the likes of Hyundai Creta.

The company has much riding on the success of the model, given that the original Thar itself can be a volume play. The company is preparing to sell over 1 lakh units of the SUV in the coming year, and make it a mainstream brand.

Priced at Rs 13 lakh to Rs 20 lakh ex-showroom, Mahindra plans a monthly output of 6,500 units for its lifestyle SUV, which also has off-road capabilities. Along with the Thar 3 door, it is planning to produce 9,500 units per month.