Mahindra Thar ROXX bookings

Mahindra Thar ROXX Registers 1.76 Lakh Bookings in Just 60 Minutes

Mahindra & Mahindra (M&M) recently launched the Thar ROXX, the much-awaited 5-door version of its popular SUV, Thar. The vehicle has clocked 1.76 lakh bookings within just 60 minutes of opening the booking window. This record-breaking feat marks the highest first-day booking for any Mahindra model in history.

Details of the Launch

1. Unprecedented Response: M&M described the response as ‘unprecedented’, showing an enormous demand for the Thar ROXX among Indian consumers. The SUV is being hailed for its wide appeal, breaking beyond niche product boundaries into the mainstream market.
2. Delivery Schedule: Mahindra plans to inform customers about tentative delivery schedules over the next three weeks. These schedules will be communicated in a phased manner. Deliveries are set to begin from Dussehra, on October 12, 2024.
3. Bookings Remain Open: Despite the huge initial response, bookings for the Thar ROXX remain open both online through Mahindra’s website and at dealerships across the country.
4. SUV Sales Growth: M&M has shown impressive growth in its SUV sales, posting a 24% year-on-year (YoY) increase in September 2024, selling over 51,000 units. Additionally, exports grew by 25% YoY, with 3,027 units shipped.
5. Thar ROXX Specs:
   • Engine Options: The vehicle offers two engine options:
     • A 2.0-litre mStallion turbo petrol engine that produces 160 bhp and 330 Nm of torque.
     • A 2.0-litre mHawk diesel engine, delivering 150 bhp and 330 Nm of torque.
   • Transmission: Both engine variants are available with either a six-speed manual or six-speed automatic transmission.
   • Pricing: The Thar ROXX is competitively priced, starting at Rs 12.99 lakh.
6. Rajesh Jejurikar’s Insights: Mahindra’s Executive Director and CEO, Rajesh Jejurikar, emphasized that the Thar ROXX has not been positioned as a niche product but as a mainstream SUV catering to a broader audience. The goal is to extend the brand’s success beyond the three-door Thar, making it a high-volume player in the market.

Advantages of Mahindra Thar ROXX

1. Unmatched Demand: The enormous number of bookings within a short period indicates the vehicle’s popularity and consumer confidence in Mahindra’s brand.
2. Mainstream Appeal: Unlike its previous three-door variant, the Thar ROXX is designed for mass-market appeal, making it a go-to option for a wider demographic.
3. Multiple Engine Options: The SUV offers both petrol and diesel engine options with impressive performance specifications, catering to varying customer preferences.
4. Competitive Pricing: Starting at Rs 12.99 lakh, the Thar ROXX offers good value for a robust, feature-packed SUV.
5. Advanced Transmission: The availability of both manual and automatic transmission options provides flexibility for customers, ensuring a wider reach.

Disadvantages of Mahindra Thar ROXX

1. Limited Availability in the Short Term: Despite the record bookings, the high demand may lead to delayed deliveries for some customers, causing potential dissatisfaction.
2. Potential for Waiting Periods: With such a high volume of bookings, buyers might experience long waiting times, especially if Mahindra faces supply chain challenges.
3. Price Hike Concerns: As the popularity of the Thar ROXX increases, future price hikes cannot be ruled out, which may limit its accessibility to budget-conscious buyers.

Conclusion

The Mahindra Thar ROXX has captured the Indian market’s attention, setting a record with its 1.76 lakh bookings in just 60 minutes. This reflects the strong trust and demand for the Mahindra brand in the SUV segment. With its competitive pricing, powerful engine options, and broad appeal, the Thar ROXX is poised to further strengthen Mahindra’s position in the market. However, high demand may result in long waiting periods for delivery, and future price hikes could become a factor.

FAQs

1. What is the starting price of the Mahindra Thar ROXX?
   • The Mahindra Thar ROXX starts at Rs 12.99 lakh.
2. When will the deliveries of the Thar ROXX begin?
   • Deliveries are scheduled to start from Dussehra, on October 12, 2024.
3. How many bookings were made for the Thar ROXX in the first 60 minutes?
   • Mahindra received 1.76 lakh bookings within the first 60 minutes of opening the booking window.
4. What engine options are available for the Thar ROXX?
   • The Thar ROXX offers two engine options: a 2.0-litre mStallion turbo petrol engine and a 2.0-litre mHawk diesel engine.
5. Where can I book the Mahindra Thar ROXX?
   • You can book the Thar ROXX at all Mahindra dealerships or through the official Mahindra website.

Mahindra Thar ROXX bookings

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