Mahindra Thar ROXX variants

Mahindra Thar ROXX 4×4 Variants and Market Strategy | Complete Overvie

1. Thar ROXX Pricing and Variants: Mahindra & Mahindra has launched the Thar ROXX 4×4 variants, priced between Rs 18.79 lakh and Rs 22.49 lakh (ex-showroom). The range starts with the MX5 MT variant at Rs 18.79 lakh and extends to the AX7 L AT at Rs 22.49 lakh. This introductory pricing positions the Thar ROXX in the premium mid-size SUV segment, aiming to attract off-road enthusiasts.
2. Diesel Powertrain and Performance: The Thar ROXX is powered by a 2.2L mHawk diesel engine, offering two power configurations:

• 4×4 MT: Delivers 111.9 kW of power and 330 Nm of torque.
• 4×4 AT: Produces 128.6 kW of power and 370 Nm of torque. Both variants come with a 6-speed manual or automatic transmission, designed to enhance the SUV’s off-road capabilities. The petrol variant is only available with a 4×2 setup.

3. M&M’s Strategy for the Thar Brand: Mahindra aims to position the Thar brand as a leader in the mid-size SUV segment over the next three to five years. The company plans to introduce more products under the Thar name to cater to diverse customer groups, further expanding its market share in the premium SUV segment.
4. SUV Market Opportunity: According to Rajesh Jejurikar, M&M’s Executive Director and CEO for Auto and Farm, around 45% of the SUV market consists of models priced above Rs 12.5 lakh, where M&M already holds a 27% market share. With the new Thar ROXX and planned future releases, Mahindra is aiming to capture a larger share of the more than Rs 12.5 lakh price point, positioning the Thar portfolio as the number one brand in this category.
5. Designed for the Mainstream Market: The Thar ROXX has been designed as a mainstream SUV, keeping in mind the requirements of buyers in the premium SUV segment. While there may be some cannibalization between the Thar and Thar ROXX models, Mahindra has implemented strategies to ensure the ROXX does not adversely affect the sales of the original Thar.
6. Investment and Production Capacity: Mahindra has invested around Rs 1,100 crore in the development of the Thar ROXX, including the creation of additional production capacity for the five-door Thar. This substantial investment indicates M&M’s commitment to capturing a larger share of the SUV market.
7. Sales Expectations: According to Ravi Bhatia, MD of JATO Dynamics India, the Thar family could achieve monthly sales of 8,000-9,000 units. This launch, along with Mahindra’s planned electric vehicle releases, underscores the company’s strong push in the mid-to-premium SUV market.

Advantages of the Thar ROXX Launch

1. Strong Brand Positioning: The Thar ROXX, with its introductory pricing, taps into the premium mid-size SUV segment, enhancing Mahindra’s position as a leader in off-road vehicles.
2. High Performance: The powerful diesel engine with two configurations offers off-road enthusiasts strong performance, with options for both manual and automatic transmissions.
3. Growing Market Share: With 45% of the SUV market above Rs 12.5 lakh, Mahindra’s strategic pricing and model diversity will help it capture a larger share.
4. Product Differentiation: By introducing multiple variants under the Thar brand, Mahindra caters to a wider audience, from off-roaders to mainstream SUV buyers.
5. Long-term Growth Strategy: With an investment of Rs 1,100 crore in the development of the Thar ROXX and additional production capacity, Mahindra is positioning itself for sustained growth in the mid-to-premium SUV segment.

Disadvantages and Potential Risks

1. Cannibalization: Despite measures to avoid it, there remains a risk of cannibalization between the Thar and Thar ROXX models, which could impact overall sales.
2. High Competition: The premium SUV market is highly competitive, with players like Toyota Fortuner, Jeep Compass, and other global brands. Mahindra will need to continually innovate to maintain its edge.
3. Limited Petrol Variant Appeal: The petrol variant only comes with a 4×2 setup, which may limit its appeal to off-road enthusiasts who prefer the full 4×4 capability.
4. Price Sensitivity: The Thar ROXX is positioned in the Rs 18.79-22.49 lakh price range, which could limit its accessibility to only those buyers in the premium SUV segment, reducing its overall market potential.

Conclusion:

The launch of the Thar ROXX by Mahindra & Mahindra is a strategic move to solidify its presence in the mid-to-premium SUV segment, particularly targeting off-road enthusiasts and mainstream SUV buyers. The introductory pricing, powerful diesel engine, and plans for future product expansion demonstrate M&M’s commitment to growing its market share. However, challenges like potential cannibalization and competition from other premium SUV brands must be carefully managed. With a strong brand strategy and continued product innovation, Mahindra is well-positioned to make the Thar portfolio a market leader in the coming years.

FAQs

1. What is the price range of the Mahindra Thar ROXX?
   The Thar ROXX 4×4 variants are priced between Rs 18.79 lakh and Rs 22.49 lakh (ex-showroom).
2. What engine powers the Thar ROXX?
   The Thar ROXX is powered by a 2.2L mHawk diesel engine, available in two configurations:
   • 4×4 MT: 111.9 kW power and 330 Nm torque
   • 4×4 AT: 128.6 kW power and 370 Nm torque
3. What is Mahindra’s market strategy for the Thar ROXX?
   Mahindra aims to make the Thar brand the leader in the mid-size SUV market over the next three to five years by introducing new products and capturing a larger share of the Rs 12.5 lakh+ SUV market.
4. What is the expected sales performance of the Thar family?
   The Thar family is expected to achieve monthly sales of 8,000-9,000 units, according to JATO Dynamics India.
5. What are the key challenges for the Thar ROXX?
   Key challenges include potential cannibalization with other Thar models, competition in the premium SUV segment, and price sensitivity among buyers.

Mahindra Thar ROXX variants

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