7 Out of 10 Mahindra Thars Sold Are Now Roxx SUVs: We Explain

Written By: Vikas Kaul
Published: July 28, 2025 at 01:18 AMUpdated: Updated: July 28, 2025 at 01:18 AM
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Mahindra's Thar has always been a symbol of rugged adventure and off-road prowess in the Indian market. However, recent sales figures indicate a significant shift in consumer preference within the Thar lineup.

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The introduction of the Thar ROXX, a five-door variant, has dramatically altered the model's sales dynamics. Between April and June 2025, the ROXX accounted for 20,726 units out of a total of 30,634 Thars sold, grabbing a whopping 68 percent share. This not only positions the Thar family as Mahindra's second-best selling lineup but also vaults it into the top-ten SUVs in the country for that quarter.

The Rise of the ROXX

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The ROXX's journey to the top has been nothing short of meteoric. Launched in the second half of FY 2025, it quickly captured 45 percent of the year's total Thar sales with 38,590 units. This rapid ascendancy to a 68 percent share is attributed to two main factors: an overwhelming initial booking of 1.76 lakh reservations within the first hour of launch and Mahindra's strategic production adjustments in favor of the ROXX. The Nashik plant, responsible for manufacturing both variants, now dedicates approximately 70 percent of its 9,500-unit monthly capacity to the ROXX.

Why the Shift?

The ROXX's popularity is largely due to its enhanced size and usability. Its extended wheelbase and body provide much-needed space, transforming the Thar from a weekend warrior to a practical family SUV.

The addition of a proper rear door, a 644-litre boot, and a five-seat configuration, coupled with improved ride stability and comfort, have made the ROXX an attractive option for daily use without compromising the Thar's inherent ruggedness.

Cabin improvements such as a panoramic sunroof, Level 2 ADAS, a digital instrument cluster, and better sound insulation align the ROXX more closely with mainstream midsize SUVs. While petrol variants lack 4WD, the focus on space and street presence seems to resonate more with the target audience.

Production and Pricing Strategy

mahindra thar roxx

Mahindra's production lines have been pushed to their limits, with capacity increasing to meet the ROXX's demand. The starting price of ₹12.99 lakh ex-showroom, only marginally higher than the base three-door variant, alongside a fully-loaded version at ₹23.09 lakh, caters to a broad spectrum of buyers. This strategic pricing has made the ROXX accessible to lifestyle seekers while still appealing to those considering compact crossovers.

The ROXX has been lauded for its comfortable and quiet cabin, commanding driving position, and long-distance travel comfort. Despite some criticisms regarding the digital dials, lack of 4WD in petrol variants, and a wider turning radius, the ROXX is often seen as a comprehensive vehicle choice. Its success has disrupted the midsize SUV segment, challenging traditional preferences for monocoque crossovers and compact pickups.

What Next?

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Mahindra plans further capacity adjustments and a mild update for the three-door variant in 2026. A petrol-4WD combination is also on the horizon, pending improvements in parts supply.

The market's verdict is clear: the ROXX has met the demand for a Thar that blends everyday usability with weekend adventure capabilities. Unless competitors can offer a similar mix of space, robustness, and appeal, the Thar ROXX is poised to maintain its dominance in the segment.