In a strategic move to bolster its presence in the domestic market, Mahindra has unveiled the highly anticipated Thar ROXX, a five-door variant of its iconic Thar. Starting at an attractive price of Rs 12.99 lakh, the Thar ROXX is set to redefine the mid-compact SUV segment, aiming to capture a significant market share and drive sales.
A New Era for the Thar Brand
The launch of the Thar ROXX marks a pivotal moment for the Thar brand. According to Jejurikar, the new model is designed to spearhead the company’s entry into the Rs 12.5 lakh and above segment, with the goal of securing a leading position. With an impressive 19.1% market share by volume, the company stands second only to Maruti Suzuki, while commanding a leading 21.4% revenue share in the SUV segment. The investment of Rs 1,000 crore in the Thar ROXX underscores the company’s commitment to innovation and growth.
Production and Market Strategy
The company is planning a robust production schedule with a target of 6,500 units per month for the Thar ROXX. Jejurikar emphasizes the importance of volume momentum in creating a thriving ecosystem. “Everything that we are doing is focusing on making sure that we have volume momentum,” Jejurikar explained. This approach is expected to enhance cost efficiency, improve supplier relationships, and boost dealer and team motivation.
Versatility and Appeal
The Thar ROXX is not just another SUV; it’s designed to appeal to a broad range of customers. Jejurikar highlights the SUV’s versatility, noting that it can serve as both a primary vehicle and a versatile option for various segments. “It can be the only car in the house,” Jejurikar said. Unlike the previous Thar three-door model, which was often seen as a secondary vehicle, the Thar ROXX is poised to be a mainstay product suitable for both urban and rural settings.
Key Takeaways
- Launch and Pricing: The Thar ROXX is launched at Rs 12.99 lakh, targeting the mid-compact SUV market.
- Market Position: The company aims to lead in the Rs 12.5 lakh segment with this new model.
- Production Goals: A monthly production target of 6,500 units is set to drive volume and momentum.
- Versatility: The Thar ROXX is designed to be a versatile, mainstay vehicle suitable for diverse customer needs.
With the Thar ROXX,Mahindra is setting the stage for a new era in the SUV market. Its strategic focus on domestic requirements, coupled with a strong production and market strategy, positions the Thar ROXX as a key player in the mid-compact SUV segment. Keep an eye on this exciting development as the Thar ROXX begins its journey to reshape the landscape of modern SUVs.
