Is Mahindra Thar Roxx the Final Nail in Maruti Jimny’s Coffin?

Mahindra Thar—the 2-door SUV—has been tremendously popular, averaging over 5,000 units in sales every month. Maruti Suzuki Jimny, on the other hand, has struggle to average 500 units month. This is despite the massive clamour there was for its launch, and the fact that it is actually far more practical than the 2-door Thar.

In comes Mahindra Thar Roxx with 5-doors, cavernous boot, big engine, more features—all at competitive price. Does that mean the end of the road for Maruti Jimny.

The Jimny Conundrum

There was almost a multi-year, national movement to get Maruti Suzuki to launch Jimny in India. Its predecessor, the Gypsy was an icon that so many still long for. The start for Jimny was promising: 25,000 bookings, 3,000 units sold in a month, blah blah. But then things went downhill from there rather quickly: Jimny has needed massive discounts to clock sales of 500 units a month. The key reasons for this decline include its underpowered 1.5-litre engine, lack of a diesel option, and a mismatch between the vehicle’s design and market expectations.

While the Jimny scores on its off-road capability and compact size, it lacks the power and road presence that many SUV buyers desire. The Mahindra Thar, in contrast, has thrived due to its powerful engines, rugged design, and ability to balance fun and practicality, even at the cost of fuel efficiency.

Maruti’s overemphasis on the Jimny’s 4×4 capabilities, rather than positioning it as a lifestyle vehicle, could also have been a misstep. Despite its excellent off-road performance, the market for such vehicles is limited, and Maruti’s focus on practicality has diluted the Jimny’s appeal. Moreover, the Jimny’s interior is criticized for being too narrow and drab, further diminishing its attractiveness.

So, while we all love the idea of Jimny—especially on social media—it’s the Thar which gets our monies.

Enter the Mahindra Thar Roxx. With its larger size, more powerful engine options, and a 5-door configuration, it directly challenges the Jimny in its strongest suit—practicality and everyday usability.

The Power and Presence Advantage

One of the most significant differences between the Thar Roxx and the Jimny is the sheer size and power. The Thar Roxx dwarfs the Jimny in almost every dimension. With a length of 4428 mm compared to the Jimny’s 3985 mm, and a width of 1870 mm versus the Jimny’s 1645 mm, the Thar Roxx is significantly larger, which not only provides a more commanding street presence but also translates to more interior space.

This size advantage extends to the powertrain as well. The Thar Roxx offers a 2.0-litre turbo-petrol engine and a 2.2-litre diesel engine, both of which are far more powerful than the Jimny’s 1.5-litre naturally aspirated petrol engine. The Thar’s engines deliver up to 177 PS of power and 380 Nm of torque, making it a beast on the road and off it. In contrast, the Jimny’s engine produces a modest 105 PS and 134 Nm of torque, which, while adequate for its size, pales in comparison to the Thar Roxx.

The question then arises: do buyers prefer the more practical, lower-powered Jimny, or would they rather opt for the high-powered, larger Thar Roxx? The sales figures for Thar 2-door suggest that the market leans towards the latter. The Thar Roxx, with its greater size and power, offers more than just off-road capability—it offers versatility, something the average buyer might prioritize. More importantly, Thar Roxx offers bragging rights Jimny can’t come close to.

Practicality vs. Performance

The Jimny’s key selling points are its compact size and the fact that it’s a 4WD vehicle across all variants. It’s ideal for city driving, and its smaller footprint makes it easier to maneuver and park in tight urban spaces. Moreover, its 4WD system, coupled with its compact dimensions, makes it an excellent choice for serious off-road enthusiasts who value agility and the ability to tackle narrow trails.

On the other hand, the Thar Roxx, while offering RWD in its base variants, is also available with 4WD, making it capable of serious off-roading. However, the Roxx’s larger size and more powerful engines give it an edge in areas where brute force and power are needed, such as towing or carrying heavy loads.

Moreover, the Thar Roxx’s increased size doesn’t just mean more power; it also means more comfort. With a longer wheelbase and more substantial interior dimensions, it offers better legroom and cargo space, which are significant advantages for those who use their vehicle for more than just off-roading. Whether it’s for a family road trip or daily commuting, the Thar Roxx is better suited to carry passengers and their gear in comfort.

Safety and Features

In terms of safety and features, the Thar Roxx pulls ahead once again. While both vehicles come with 6 airbags, the Thar Roxx goes further by offering advanced driver assistance systems (ADAS) in higher (and costlier) variants, including adaptive cruise control, autonomous emergency braking, and a 360-degree camera. These features not only enhance safety but also add a layer of convenience and sophistication that the Jimny lacks. Mahindra SUVs have consistently scored 4-star and 5-star G-NCAP ratings, and we expect Thar Roxx to at least get a 4-star G-NCAP score while Jimny 3-door received 3-star Euro-NCAP ratings.

So, is the Mahindra Thar Roxx the final nail in the Maruti Jimny’s coffin? It’s certainly a formidable competitor. The Thar Roxx, with its larger size, more powerful engines, and extensive feature list, appeals to a broader audience, including those who might not be traditional off-road enthusiasts but are looking for a rugged, versatile, and well-equipped SUV. If the Jimny struggled to challenge the Thar 2-door, we don’t see how it will stand up to Thar Roxx. In a market where size, power, and features often win the day, the Thar Roxx does appear to be the stronger contender, potentially leaving the Jimny to play catch-up in a race where the finish line is continually moving further away.