Mahindra & Mahindra has set a new milestone with its latest SUV, the Thar ROXX, registering an astounding 1.76 lakh bookings within just 60 minutes of launch. This achievement marks the highest first-day booking numbers for any Mahindra model to date. The company has announced that deliveries of the Thar ROXX will commence on Dussehra, October 12. In the coming three weeks, customers will receive details about their tentative delivery schedules.
The SUV maker has kept the booking window open at all Mahindra dealerships and on its official website. The overwhelming response to the Thar ROXX is being hailed as “unprecedented” by Mahindra & Mahindra.
Impressive Sales Growth
The Thar ROXX launch comes on the heels of Mahindra’s impressive performance in September, with a 24% year-on-year growth in SUV sales, totaling over 51,000 units sold. Additionally, exports for September saw a 25% increase, with 3,027 units shipped.
Thar ROXX Details: Power and Pricing
The new 5-door version of the Thar, named ROXX, starts at ₹12.99 lakh and is available in both petrol and diesel variants. Buyers can choose between a 2.0-litre mStallion turbo-petrol engine producing 160 bhp and 330 Nm of torque, or a 2.2-litre mHawk diesel engine delivering 150 bhp and 330 Nm of torque. Both engine options come with either a six-speed manual or a six-speed automatic transmission.
Rajesh Jejurikar, Executive Director and CEO of Mahindra’s Auto and Farm business, stated that the Thar ROXX was designed to be a mainstream SUV, catering to the needs of buyers in this segment. Mahindra aims to expand the success of the Thar beyond its current three-door version, which has already become a high-volume player.
The 4×4 variants of the Thar ROXX are priced between ₹18.79 lakh and ₹22.49 lakh (ex-showroom) on an introductory basis.
Key Differences from the Three-Door Thar
Apart from the obvious addition of two extra doors, the Thar ROXX is 443 mm longer, with 400 mm of that between the axles. It is also 50 mm wider and 68 mm taller than its three-door sibling. However, the ROXX does not come with the 1.5-litre turbo-diesel engine available on the three-door Thar. The petrol and diesel engines, while similar, have been tuned to deliver more power and torque to handle the added size and weight of the new model.
Luxurious Interiors and Advanced Features
Mahindra has gone all-out with the interiors of the Thar ROXX, offering a premium experience. It features a dual-tone white and black dashboard, leatherette upholstery, ventilated seats, and footwell lighting. A panoramic sunroof enhances the luxurious feel, and the rear door opens at a 90-degree angle to reveal a spacious, well-finished interior. The Thar ROXX boasts a large 10.25-inch infotainment and driver display screen, replacing the 8-inch unit in the previous model. A nine-speaker Harman Kardon sound system, rear AC vents, 360-degree camera, and advanced driver assistance systems (ADAS) with automated emergency braking and collision mitigation are also included.
While the Thar ROXX does not offer three-row seating, it provides 644 litres of storage space. Wireless Android Auto and Apple CarPlay are standard, making it a tech-forward option in the SUV market.
On-Road Performance and Handling
The range-topping, automatic diesel version of the Thar ROXX, particularly the RWD model, is expected to be the best-seller. It excels in highway driving with a refined engine and reduced noise, vibration, and harshness (NVH) levels. The 2.2-litre diesel engine offers strong mid-range performance, with the 370 Nm of torque (330 Nm for the manual version) delivering smooth acceleration. The 6-speed automatic transmission shifts seamlessly, providing a robust and linear power delivery.
Even on long drives, the Thar ROXX impresses with its composure and stability. Despite its ladder-frame construction, the re-adjusted damping reduces lateral movement, resulting in improved handling, particularly around corners. While the rear can feel slightly bouncy over uneven surfaces, Mahindra has made significant strides in refining the vehicle’s overall comfort and dynamics.
Mild Off-Roading and Ruggedness
The Thar ROXX, true to its roots, performs well off-road, handling mild terrain with ease. Though the full extent of its off-roading capabilities is yet to be explored, the SUV remains confident on both tarmac and muddy tracks, showcasing its versatility.
Verdict: A Game-Changer for Mahindra
The Thar ROXX has generated immense curiosity among customers, particularly in regions like Kerala, Mahindra’s largest market for the Thar. Buyers are keen to know whether the ROXX can serve as both an off-road enthusiast’s dream and a practical family SUV. The answer is a resounding yes.
While the Thar ROXX is poised to cannibalize sales from both the three-door Thar and the Scorpio-N, its unique features and premium touches make it an attractive option for a broader range of buyers. The SUV now speaks not only to adventure-seekers but also to families looking for a versatile, stylish, and feature-packed vehicle.
Mahindra should brace for an avalanche of orders as the Thar ROXX continues to exceed expectations.
