Is the Thar Roxx bad news for Thar 3-door owners along with rivals?

Mahindra recently launched the 5-door version of its well-loved off-road SUV, the Thar, named the ‘Thar Roxx’. This new model not only aims to broaden its appeal and take on more competitors but also offers significant upgrades over the successful 3-door variant. The SUV market in India is currently thriving, with the Rs 12.99 lakh to Rs 25 lakh price range—where the Thar Roxx will compete—accounting for a substantial 70 percent of the total distribution volume.

Mahindra Thar Roxx vs Thar: Rivalry begins at home?

Now, coming back to the competition bit, the model will take on a host of SUVs in this price segment including the models like Hyundai Creta, Kia Seltos, Tata Harrier, Maruti Suzuki Jimny, MG Hector and more. However, if the pricing structure for the RWD trims – Rs 12.99-Rs 20.49 – and the feature upgrades is to be considered, the new Thar could well be the reason for a potential family dispute. Why? Well, the customers who initially chose the 3-door version, starting at Rs 11.35 lakh, ex-showroom, can now opt for the more practical and feature-rich Roxx. For approximately Rs 1.64 lakh more, they get a bolder design, modern updates inside and out, and enhanced practicality. One could argue that both are built on different platforms and would appeal to customers with different priorities but the Thar Roxx is simply such a strong offering at its price that few would be able to ignore it.
Mahindra holds a 27 percent market share in the segment above Rs 12.5 lakh, which itself accounts for 47 percent of the total market volume. Within this segment, the Scorpio range is its sales dynamo. However, with the Roxx addressing the main practicality issue of the 3-door Thar, Mahindra aims to make it the leading product in the segment within the next five years. Well, the pricing does indicate that the company’s stance is anything but defensive.

Mahindra Thar Roxx vs Thar: Much more on offer apart from extra doors!

Well, now this brings back to the topic – what happens to the Thar 3-door? To understand that better, let us quickly understand why the Roxx has the upper hand in this ‘head of the table’ debate for the Thar clan.
To speak of the changes in a gist, Mahindra has given the Thar Roxx a bolder look with a redesigned grille featuring a and new LED headlights with C-shaped DRLs. It boasts upgraded features like a 10.25-inch touchscreen, wireless Apple CarPlay, Adrenox tech, panoramic sunroof, ventilated seats, and ADAS (Level 2). The Roxx also includes a 360-degree camera, larger 19-inch wheels, and additional doors for easier access, all of which the 3-door Thar lacks.
All things considered, the Thar Roxx clearly offers a more compelling package, and it’s reasonable to assume the manufacturer is aware of this. Although there’s no official word yet, it would make sense for Mahindra to bring these features to the 3-door Thar or lower the price, particularly for the RWD variants, to sustain its popularity and remain competitive. If successful, the Thar Roxx could become a market leader and help Mahindra achieve its goal of making the Thar clan the top-selling SUV brand by 2028 – without any disputes under its own stable. As for the rivals, initial trends suggest there is little anyone can do to stop the Thar juggernaut. The real picture though will only be clear after the first six months, once the initial hype is gone and the product has to sustain without any pent-up demand. That said, we do have a feeling the Thar Roxx will rock for a long time to come.