Winning Bizness Desk
Mumbai: Mahindra & Mahindra (M&M) has created a sensation with the launch of its highly anticipated SUV, the Thar ROXX. The excitement surrounding this vehicle was comparable to the hype for a major concert like Diljit Dosanjh or Coldplay. Even before hitting the roads, the demand for the Thar ROXX skyrocketed, setting a new benchmark in India's automotive industry. According to a company statement, Mahindra recorded 1.76 lakh bookings for the Thar ROXX within the first 60 minutes of opening the booking window, marking the highest-ever first-day booking record for any Mahindra model.
Mahindra confirmed through an exchange filing that deliveries for the Thar ROXX will begin on October 12, coinciding with the auspicious festival of Dussehra. The company has assured customers that it will provide detailed delivery schedules in phases over the next three weeks. The Thar ROXX, an advanced version of Mahindra's iconic off-roader SUV, is a five-door model available in both petrol and diesel variants, aimed at appealing to a broader market beyond its traditional niche.
The petrol variant of the Thar ROXX is equipped with a powerful 2.0-litre mStallion turbo engine, delivering 160 bhp and 330 Nm of torque. The diesel variant, on the other hand, comes with a 2.0-litre mHawk engine that generates 150 bhp and the same 330 Nm of torque. Both variants offer a choice between a six-speed manual or a six-speed automatic transmission, giving customers the flexibility to choose based on their driving preferences.
Mahindra Thar ROXX is available in six different variants—MX1, MX3, AX3L, MX5, AX5L, and AX7L—with prices ranging from ₹13 lakh to ₹23 lakh. The starting price of ₹12.99 lakh makes it competitively priced, positioning it to attract a wider customer base. Designed for both adventure seekers and everyday drivers, the Thar ROXX promises to deliver on Mahindra's legacy of rugged, high-performance SUVs. The overwhelming response to the Thar ROXX underscores Mahindra's stronghold in the SUV market, as the brand continues to innovate and captivate automotive enthusiasts across the country.
