Mahindra launches Thar Roxx at INR 12.99 lakh

On the eve of India’s 78th Independence Day, Mahindra & Mahindra Ltd. took the wraps off the much-anticipated Thar ROXX, setting the stage for a new era in the Indian SUV market. Priced competitively at INR 12.99 lakh for the base petrol variant, this new model is poised to redefine what consumers can expect from an SUV, blending luxury with rugged performance.

Why the Thar ROXX?

The Thar brand has always held a special place in the hearts of Indian off-road enthusiasts. With the ROXX, Mahindra is expanding its appeal to a broader audience by offering a vehicle that excels both on and off the road. The question that arises is: why now, and why the Thar ROXX?

Mahindra has recognised a growing demand among consumers who seek a vehicle that doesn’t just perform, but also offers luxury and advanced technology. The Thar ROXX is Mahindra’s answer to this demand, combining the brand’s legendary off-road capabilities with the sophistication and comfort expected from modern SUVs. It is clear that Mahindra is not just catering to off-road enthusiasts but is also targeting urban buyers who desire a versatile vehicle.

Design and Visual Upgrades

The Thar ROXX introduces several visual upgrades that set it apart from its predecessors. The most noticeable change is the new 5-slat grille, which gives the vehicle a more aggressive stance. Complementing this are the advanced LED headlights with C-shaped daytime running lights, which not only enhance visibility but also add a touch of modernity to the classic Thar design.

Blacked-out door handles and dual-tone alloy wheels further accentuate the SUV's rugged yet refined look. The LED taillights round out the exterior changes, providing a sleek and cohesive aesthetic.

Powertrain and Performance

The Thar ROXX comes with two engine options, catering to both petrol and diesel enthusiasts. The petrol variant is powered by a 2.0-litre turbocharged engine, which generates 160 bhp and 330 Nm of torque. This engine is shared with Mahindra’s popular Scorpio N and XUV700 models, ensuring a tried-and-tested powertrain. Paired with a 6-speed manual transmission, this engine promises a dynamic driving experience.

For those who prefer diesel, the Thar ROXX offers a 2.2-litre mHawk Gen2 engine. This engine produces 150 hp and 350 Nm of torque, making it one of the most powerful in its segment. Like the petrol variant, the diesel engine is mated to a 6-speed manual transmission, providing drivers with precise control over the vehicle.

Off-Roading Capabilities

While the Thar ROXX has been upgraded in terms of luxury and technology, it has not forgotten its off-roading heritage. The SUV is equipped with Mahindra's advanced 4Xplor system, which includes electronic brake locking, locking differentials, and various terrain modes such as Snow, Sand, and Mud. These features ensure that the Thar ROXX can tackle any terrain with ease.

Unlike many modern SUVs that use shift-on-the-fly 4WD systems, the Thar ROXX sticks to a traditional lever for engaging 4WD. This choice reflects Mahindra's commitment to offering a true off-roading experience, one that requires the driver to be engaged and in control.

Interior and Technology

Step inside the Thar ROXX, and you'll find a cabin that is both luxurious and functional. The dual-tone interior features a soft-touch leatherette dashboard, which adds a premium feel to the SUV. The 10.24-inch touchscreen infotainment system is another highlight, offering a user-friendly interface that supports both Android Auto and Apple CarPlay.

The Thar ROXX also caters to passenger comfort with features such as rear AC vents with a Type-C charging port and electric power steering. The boot space ranges from 300 to 350 litres, providing ample room for luggage on long trips.

Safety has also been a priority for Mahindra. The Thar ROXX comes equipped with six airbags, electronic stability control, and a brake locking differential, ensuring that passengers are protected in all conditions. Additionally, the SUV offers a 3-point seatbelt for all passengers and driver seat height adjustment, further enhancing safety and comfort.

Market Positioning and Future Prospects

The launch of the Thar ROXX is a strategic move by Mahindra to capture a larger share of the SUV market. By offering a vehicle that combines luxury, performance, and off-road capability, Mahindra is positioning the Thar ROXX as a versatile SUV that appeals to a wide range of consumers.

With the 4x4 options yet to be announced, Mahindra is likely to expand the Thar ROXX lineup further, catering to different market segments. The competitive starting price of INR 12.99 lakh also makes the Thar ROXX an attractive option for buyers who are looking for a feature-rich SUV without breaking the bank.

The Thar ROXX represents a significant evolution in the Thar lineup, offering a blend of luxury, performance, and off-road capability that is unmatched in its segment. As Mahindra continues to innovate and expand its SUV offerings, the Thar ROXX is set to become a key player in the Indian automotive market, appealing to both traditional Thar enthusiasts and new customers looking for a versatile, high-performance SUV.