Mahindra Thar And ROXX Sales Blast Past 10K Units In A Single Month For 1st Time
April 2025 marked a significant moment for Mahindra’s Thar as the lifestyle SUV brand surpassed 10,000 unit sales in a single month for the first time. The combined sales of the three-door Thar and five-door Thar Roxx reached 10,703 units, with diesel variants dominating at 10,040 units and petrol models contributing 663 units. This milestone reflects the Thar’s transition from a niche off-road vehicle to a broader consumer choice, balancing rugged capability with everyday usability.
Expanding Appeal Drives Growth
The introduction of the five-door Thar Roxx in September 2024 has been instrumental in boosting sales. Designed to appeal to urban families and buyers seeking practicality, the Roxx now accounts for approximately 70% of Thar production, while the three-door variant makes up the remaining 30%.
Production capacity has also scaled up, rising from 6,500 units monthly in late 2024 to over 9,000 units by April 2025. Mahindra attributes this growth to strategic updates across the Thar lineup, including modern interiors, enhanced comfort features, and a wider range of drivetrain options.
Balancing Tradition and Modernity
The Thar’s evolution over the past five years has played a key role in its mainstream success. Earlier iterations focused heavily on off-road performance, limiting their appeal to enthusiasts. The current generation, however, offers improved on-road manners, automatic transmission options, and creature comforts like touchscreen infotainment.
Engine choices now include a 1.5-litre diesel, a 2.2-litre diesel, and a 2.0-litre turbo-petrol, paired with rear-wheel or four-wheel drive systems. The Thar Roxx expands this further with upgraded engine outputs and additional configuration options.
Urban and Rural Demand Converge
The Thar’s sales surge highlights its dual appeal. In urban markets, its bold design and aspirational image resonate with buyers seeking a lifestyle-oriented vehicle. Semi-urban customers continue to prioritise its off-road capability and durability for practical use.
External factors like revised income tax slabs and lower interest rates have also contributed to increased purchasing power, particularly in urban areas. Waiting periods for the Thar Roxx remain lengthy in some regions, stretching up to 18 months, indicating sustained demand.
Why Does Mahindra Thar Sell While Maruti Suzuki Jimny Struggles
The Mahindra Thar outsells the Maruti Jimny by a massive margin in India’s lifestyle SUV space, thanks to its stronger engine options, better design balance, and a more appealing brand image. While the Thar benefits from powerful diesel variants, greater ground clearance, and a five-door Roxx model that combines ruggedness with everyday usability, the Jimny’s lone petrol engine and awkward proportions hold it back.
The Thar is also perceived as better value, offering premium interiors and pricing that remains aspirational, unlike the heavily discounted Jimny, which suffers from poor brand alignment and cramped rear space. Mahindra’s strong SUV legacy and the Thar’s versatility, including its popularity among daily commuters and families, give it a broad appeal that the Jimny, with its niche off-road focus and Maruti’s budget-car baggage, fails to match.
Future Prospects
Mahindra plans to further increase production to reduce delivery times and meet growing demand. The Thar’s success forms part of a broader upward trend for the automaker, with its overall SUV portfolio reporting a 28% year-on-year growth in the last quarter.
While the five-door variant continues to drive volume, the three-door Thar retains a dedicated following among purists. As the brand expands its reach, the challenge lies in maintaining the Thar’s distinctive identity while catering to diverse buyer expectations. With no direct competitors in its price segment, the Thar appears poised to sustain its momentum in India’s evolving SUV market.