Mahindra’s iconic Thar has achieved a remarkable feat—crossing the 3,00,000-unit sales milestone in early September 2025, only five years after the launch of its second-generation model in October 2020. What once began as a niche, lifestyle SUV has now cemented itself as a mainstream volume player, thanks in large part to the success of the 5-door Thar Roxx.
The Thar Journey: From Niche to Mass Appeal
The second-gen Thar struck a perfect balance between rugged off-road ability and everyday usability, with modern features, automatic transmissions, and multiple powertrain choices. This formula helped it appeal beyond hardcore enthusiasts. However, the real game-changer arrived in September 2024 with the launch of the Thar Roxx, which expanded the SUV’s audience by adding space, practicality, and comfort for families.
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71,000 Roxx units sold in under a year
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Roxx made up 68% of Thar sales in the first five months of FY2026
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Thar contributes 15% of Mahindra’s total SUV volumes since 2020
This shift transformed the Thar from a cult product into a true sales powerhouse.
Power and Performance: Thar vs Rivals
At the heart of the Thar’s success is its combination of engine strength, versatility, and broad appeal. It remains one of the most capable SUVs in its class, offering multiple engine and drivetrain options.
| Model | Price Range (ex-showroom, Rs lakh) | Engine Options | Unique Selling Point |
|---|---|---|---|
| Mahindra Thar (3-door) | 10.32 – 16.61 | 1.5 diesel (119hp/300Nm) · 2.2 diesel (132hp/300Nm) · 2.0 turbo-petrol (152hp/300Nm) | Multiple fuel types, convertible option, strong off-road credentials |
| Mahindra Thar Roxx (5-door) | 12.25 – 22.06 | 2.0 turbo-petrol (177hp/380Nm) · 2.2 diesel (175hp/377Nm) | Most powerful Thar, premium interiors, RWD & 4WD choices |
| Maruti Suzuki Jimny | 12.32 – 14.29 | 1.5 petrol (104.8hp/132Nm) | Compact, light, city-friendly 4×4 |
| Force Gurkha | 16.78 – 18.42 | 2.6 diesel (140hp/320Nm) | Extreme off-road kit with snorkel, locking diffs, water wading ability |
The Thar sits in a sweet spot between the Jimny’s compact, budget-friendly appeal and the Gurkha’s hardcore, niche positioning. The Roxx, in particular, has allowed Mahindra to dominate the segment by broadening the brand’s reach.
Price Advantage Boosts Demand
Following the recent GST revision, Mahindra slashed prices of the Thar lineup by up to Rs 1.35 lakh, making the Roxx even more competitive in the mass-market SUV space. This price cut, combined with its family-friendly practicality, has only strengthened its appeal.
A Mahindra Bestseller
The Thar is now Mahindra’s second-highest selling SUV after the Scorpio twins, contributing significantly to the company’s overall growth. With demand led by the Roxx and a facelifted 3-door Thar in the pipeline, the brand looks set to achieve its next sales milestone much quicker.
Looking Ahead: The Future is Electric
Mahindra isn’t stopping at the Roxx’s success. The company has previewed the Vision T concept, which points towards an electrified, more technologically advanced Thar for the future. The Vision T highlights Mahindra’s intent to:
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Expand the Thar lineup with new body styles and premium variants
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Introduce an electric Thar as part of the Born Electric range
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Strengthen the SUV’s dual identity as both a rugged off-roader and a desirable everyday lifestyle vehicle
Conclusion
From a cult 3-door off-roader to a mainstream 5-door family SUV, the Thar has evolved into one of Mahindra’s biggest success stories. With over 3 lakh units sold in just five years, the Roxx leading the charge, and an electrified future on the horizon, the Thar is no longer just a symbol of adventure—it’s a cornerstone of Mahindra’s SUV empire.
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