Mahindra Thar ROXX: Mahindra Not Focusing on Immediate Exports of the Newly-Launched 5-Door SUV
Mahindra Thar ROXX: Mahindra & Mahindra has unveiled the 5-door variant of its iconic Thar, dubbed Thar ROXX, priced at a competitive Rs 12.99 lakh. Despite its potential, the company has no immediate plans to export the newly launched SUV, according to Rajesh Jejurikar, CEO & Executive Director (auto & farm), Mahindra & Mahindra.
Focus on Domestic Market
Jejurikar emphasized that Mahindra’s primary focus is to meet domestic market demand before considering exports. “At this point in time, we are expecting that we are going to be pretty full with meeting domestic requirements for some time, so no plans on exports,” he stated during a conversation with Business Today. The Thar ROXX launch aims to strengthen Mahindra’s presence in the mid-compact SUV segment, with the company aiming to lead in the above Rs 12.5 lakh price bracket.
Production and Investment
Mahindra plans to manufacture 6,500 units of the Thar ROXX monthly, supported by a significant investment of Rs 1,000 crore. This production scale is part of the company’s strategy to build volume momentum. Jejurikar highlighted that achieving volume momentum is critical for reducing costs, enhancing supplier engagement, and motivating dealers and the team. “It’s an ecosystem. It gets charged up when you get volume momentum,” he explained.
Market Positioning and Appeal
The Thar ROXX is expected to appeal to a broad range of customers, extending its reach beyond the traditional SUV market. Jejurikar noted that the Thar ROXX could serve as the main vehicle for a household, unlike the three-door Thar, which was typically a second car for young couples or enthusiasts. “You’re going to fundamentally see two segments. The very interesting thing about the Thar ROXX is it can be the only car in the house because it is a mainstay product,” he added.
Market Share and Growth Prospects
Mahindra currently commands a 19.1% market share by volume in the SUV segment, second only to Maruti Suzuki, and leads in terms of revenue with a 21.4% market share. With the launch of the Thar ROXX, the company anticipates strengthening its market position further, particularly in the mid-SUV segment. Jejurikar believes that the new model will attract customers from multiple sub-segments, creating a unique growth path for the Thar brand.
