As the highly anticipated Mahindra Thar ROXX prepares for its launch on August 15th, the automotive world is abuzz with excitement. This latest iteration promises to elevate the legacy of the Thar, a beloved off-roader first launched on October 2, 2020. The Thar ROXX retains the rugged, iconic design that has endeared it to adventure enthusiasts while incorporating a host of new features and enhanced capabilities. Known for its robust off-road prowess, the Thar has historically appealed to those seeking rugged, all-terrain vehicles. However, it has occasionally fallen short of delivering the refined comfort and feature-rich experience desired by commuters. The ROXX aims to bridge this gap, offering a blend of sophistication and utility that caters to a broader range of customers. This launch heralds a new era for the Thar, poised to attract not just the off-road aficionados but also those in search of a versatile SUV for daily use.
Customer Expectations
The current 3-door Mahindra Thar is offered in 11 variants in diesel and petrol with two-wheel and four-wheel drive options. While celebrating for its rugged charm and off-road capabilities, it has faced criticism for its interior design and practicality. The cabin space, especially in the rear, is often deemed cramped, making long journeys uncomfortable for adult passengers. The absence of hand rests in both the front and rear seats adds to the discomfort, and ingress and egress to the rear seat are challenging due to the vehicle's design. Additionally, the limited boot space restricts its usefulness for carrying luggage or other items, further diminishing its appeal as a daily driver.
Despite the inclusion of modern features, many customers feel that the Thar lacks the refinement and comfort of more urban-centric SUVs in a similar price range. While fuel efficiency is generally a secondary consideration for SUVs, Indian consumers have expressed a desire for better mileage, highlighting a unique market expectation. Safety concerns have also been raised, with some customers questioning the vehicle's structural integrity and the effectiveness of safety features, particularly in the rear seats.
This feedback has set high expectations for the upcoming Thar ROXX, as customers hope for improvements in comfort, noise insulation, interior space, and safety features, alongside its legendary off-road prowess.
Unique Features Of Thar ROXX
The upcoming Mahindra Thar 5-door ROXX promises to elevate the iconic SUV's appeal by offering enhanced practicality and versatility. With an extended wheelbase and increased interior space, the Thar ROXX caters to a broader audience, balancing its renowned off-road capabilities with improved everyday usability.
Under the hood, the Thar ROXX will offer a selection of engine options, including petrol and diesel variants, with configurations for both rear-wheel and four-wheel drive. These choices provide flexibility for a range of driving preferences, from urban commutes to rugged adventures.
Mahindra has teased several advanced features for the Thar ROXX, drawing inspiration from their flagship model, the XUV700. The SUV will boast LED headlamps, a digital instrument cluster, and a large touchscreen infotainment system, enhancing both functionality and driver experience. The higher trims will offer premium touches such as a panoramic sunroof, a soft-touch dashboard with contrasting stitching, and a high-quality Harman Kardon audio system.
A notable upgrade in the Thar ROXX is the introduction of white seat upholstery with ventilated front seats, a shift from the traditional black interior. Additional luxurious features include a powered driver seat, a 360-degree surround camera for improved visibility, a wireless charger, and an auto-dimming interior rear-view mirror (IRVM). The 360-degree camera is a particularly welcome addition, addressing the significant blind spots that can challenge navigation in complex terrains.
With these enhancements, the Thar ROXX is poised to deliver an unmatched blend of ruggedness and refinement, appealing to both adventure enthusiasts and those seeking a sophisticated, feature-rich SUV.
The current 3-door model of the Mahindra Thar has often been perceived as a secondary vehicle within households, primarily due to its limited capacity to comfortably accommodate four adults. Its design, while perfect for two adults, has not fully met the needs of a typical family. The introduction of the new 5-door Thar ROXX is set to address these limitations, offering a more practical solution for families and enhancing its appeal as a primary vehicle option.
Earlier, Veejay Nakra, President of the Automotive Sector at Mahindra & Mahindra Ltd, stated 'The Thar ROXX, with its distinctive design, premium quotient, advanced technology, enhanced performance, and safety, is ‘THE’ SUV. While retaining the core attributes of the iconic Thar, the Thar ROXX represents the larger-than-life personality of a rockstar and will disrupt the SUV category.”
Recognising the anticipated demand, Mahindra is proactively increasing its production capacity. The company plans to boost output by an additional 4,000 units per month, significantly up from the current average of 5,500 units. This expansion not only demonstrates confidence in the new model's potential to capture a wider market but also underscores a commitment to meeting the evolving needs of customers. The Thar ROXX, with its added space and advanced features, is poised to become a versatile and desirable choice, blending adventure with practicality.
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