Mahindra & Mahindra has made a bold foray into the fiercely competitive midsize SUV segment with the unveiling of the All-New Thar ROXX on India’s 78th Independence Day.
Rajesh Jejurikar, Executive Director and CEO of the Auto and Farm Sector at M&M, exudes enthusiasm about Thar ROXX, expressing confidence in its potential to become the leading brand in its category within the next three to five years. He sees a significant opportunity for Mahindra to expand its market share in this segment, particularly at the price point exceeding INR 12.5 lakh.
Elaborating on his optimism, Jejurikar highlighted the market dynamics, noting that half of the industry operates at price points below INR 12.5 lakh, while the other half—about 45% in terms of volume—exists above this threshold. In the sub-INR 12.5 lakh market, Mahindra had previously held a modest 13% market share, a weakness the recently launched XUV 3XO is already addressing by capturing a more significant portion of the market. 'We've already seen that happening,' Jejurikar remarked.
In contrast, Mahindra's presence in the segment above INR 12.5 lakh is robust, commanding approximately 27% market share, with two of its models—Scorpio and XUV 700—ranking among the top five in this category. Recognising this strength, the company saw a strategic opportunity to further expand its dominance, leading to the introduction of the Thar ROXX. He emphasised that this move is a calculated step to solidify Mahindra's leadership in the premium SUV market.
'We firmly believe that this is a mainstream product with the capability to compete head-on with any other player in the market,' he said. 'The Thar ROXX is 'the SUV' from every angle—meeting the expectations of even the most discerning mainstream buyer. This vehicle has not been crafted as a niche offering. Even the 3-door Thar, in its current form, has evolved into a high-volume player. But we didn’t want to stop there. The Thar brand is infused with such energy and passion that we see immense potential to elevate it to even greater heights,' he added.
A day before the launch of the Thar ROXX, Dr Anish Shah, Managing Director & CEO of Mahindra & Mahindra, emphasised that the company has redefined the essence of toughness, blending ruggedness with refinement and a sense of being unstoppable. Speaking specifically about the launch of the Thar ROXX, he remarked, 'Anything less would not have honoured our legacy of excellence. Our revival truly began with the all-new Thar four years ago, and since then, we have seen consistent growth.'
Making Of The ROXX
So, what exactly makes the new Thar ROXX the vehicle that Jejurikar and Shah are banking on for growth? Let's delve deeper into the craftsmanship and innovation behind this remarkable SUV. While the Thar ROXX boasts an array of features, including advanced connected technologies, our focus here is on the critical innovations that Mahindra has introduced in its core technologies—those that truly define the vehicle's performance, comfort, and convenience.
Drafting A Plan
The design team, led by Pratap Bose, Chief Design & Creative Officer, Mahindra and Mahindra, faced immense pressure as the Thar ROXX needed to surpass the success of the already popular 3-door Thar. He was steadfast in his vision: the new model had to be instantly recognisable, no matter the angle from which it was viewed. The design process began with thousands of sketches, meticulously crafted at the company’s India studio in Mumbai. 'It all starts with sketches on paper,' Bose explains, emphasising that despite advances in Artificial Intelligence, 'only human intelligence and creativity can bring a vehicle like this to life.'
Breathing Life Into Design
When it came to designing the Thar ROXX, Mahindra recognised that simply reworking an existing design wouldn’t suffice. Instead, the company opted for disruptive innovation, a hallmark of Mahindra’s approach, R Velusamy, President of Automotive Technology & Product Development at Mahindra & Mahindra, said.
Understanding that mass is the enemy of dynamics, he revealed that the engineers at Mahindra Research Valley (MRV) developed a new lightweight, high-tensile frame. This frame boasts a bending frequency of 39.9 hertz and a torsional frequency of 34.3 hertz—41% and 51% higher than industry standards, respectively.
To ensure the vehicle 'glides through' with maximum cornering power, a new front and rear suspension system was meticulously developed. The independent double wishbone suspension, inspired by Archimedes' geometry and supported by a combination of soft and stiff bushings, along with a tall knuckle, offers improved steering feel and enhanced 4x4 capabilities. This innovation not only maximises cornering power but also elevates the Thar ROXX's off-road performance.
At the rear, the Thar ROXX is equipped with a rigid axle featuring penta-link suspension, inspired by Galileo’s principles of kinematics. This advanced setup includes a wider damper span of 1,083 mm, offering nearly 50% improvement over industry benchmarks, resulting in a significantly smoother ride.
To further enhance stability, the axle is complemented by a Watt’s link (a type of mechanical linkage used to control the motion of a component, typically to allow for vertical movement while minimising lateral motion), which improves sway control and provides greater confidence during high-speed cornering.
The inclusion of a multi-tune valve with concentric land, frequency-dependent damping, and a hydraulic rebound stopper ensures that the vehicle can adeptly handle rough roads and speed bumps—a capability that was clearly demonstrated during a test drive last Thursday.
Moreover, an electric locking differential at the rear axle empowers the vehicle to effortlessly conquer all terrains, providing assured traction and smooth take-offs regardless of the surface.
The Thar ROXX comes with an all-new electric power steering system, with the steering rack repositioned 18% closer to the wheel center. This adjustment enhances precision, linearity, and returnability, resulting in a significantly improved steering response. These refinements make maneuvering the vehicle effortless, offering drivers a smoother, more intuitive driving experience.
These enhancements have equipped the Thar ROXX to excel both on and off the road. The vehicle's mass distribution is meticulously balanced, achieving an even ratio in curb condition and a 45:55 distribution under gross vehicle weight. Notably, the weight of the frame has been reduced by 18%, bringing it down to 179 kg compared to industry standards. This reduction has significantly improved the ride quality, allowing for a smoother and more comfortable driving experience while enhancing handling dynamics.
Velusamy sought the expertise of the chief medical officer at MRV, not for a medical concern, but to align the mechanics of the Thar ROXX with the intricacies of human physiology. This collaboration aimed to enhance comfort during long drives and off-road adventures. Understanding that the human abdomen can absorb external forces, such as those from a vehicle's cabin, at a maximum frequency of about four hertz, the engineering team ensured that the Thar ROXX maintains vibrations below two hertz. Additionally, recognising that the human spine and skull are highly sensitive to vibrations in the eight to 20 hertz range, the team meticulously designed the vehicle to keep vibrations outside this bandwidth, ensuring a smoother and more comfortable ride.
Fine-tuning NVH: The Art Of Smooth, Silent Rides
Velusamy said vibration is felt only up to 20 hertz per second and humans cannot hear. Ears can sense vibration beyond that and up to 20,000 hertz. Harshness is the combination of what one feels and hear. These issues were managed by creating about 200 sections across four metre length and lower gauge thickness – between 2.4mm to 2.8mm against the benchmark of 3mm, he said. “Ring structure brings stiffness and stiffness brings quietness,” in the cabin, he said adding that these requirements are met by increasing torsional and bending stiffness and enhancing joinery strength.
For reducing turning radius, the intelligent solution offered by Dr Vikraman of IIT Madras came in handy, which locks the inner wheel by taking the speed input. It also enabled to offer cruise control in off-road mode.
Coming to structure of the vehicle’s shell, Velusamy said it is designed to protect against peak deceleration of 32g with a capability to handle the frontal crash energy absorption up to 363 kilo joules.
Engine & Transmission
The Thar ROXX is hauled by dynamic engine options, including the G20 TGDI mStallion and D22 mHawk, which deliver robust torque of 380 Nm and 370 Nm respectively. Complementing these powerful engines are versatile transmission choices: a 6-speed manual and a 6-speed AISIN torque converter automatic, both designed to provide seamless shifts and exhilarating acceleration.
Thus, the latest iteration, the Thar ROXX, is poised to elevate the iconic legacy of the Thar, promising to captivate a broader audience and redefine expectations in the SUV segment.
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Feature-Rich Mahindra Thar ROXX Set To Appeal To Broader Audience