Mahindra bets on 'mass appeal' of Thar Roxx to become best-selling mid-SUV

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Also read | Can bring in a hybrid in a 'reasonable' time frame if market demands: M&M “For us, the one important thing in creating a moat is volume scale; so, everything we are doing is with a view to make sure we have volume momentum," said Rajesh Jejurikar, MD & CEO, auto & farm sectors, Mahindra & Mahindra, at the launch of the Thar Roxx in Kochi on Thursday. Jejurikar explained that volumes bring cost efficiency, better supplier involvement, and motivated dealers and teams.

“It's because we are able to show credibility to suppliers that when they are investing for us, there is a high chance they are able to make money," he said. “The kind of tech we are bringing at ₹12- ₹15 lakh is going to get customers used to this technology." M&M officials said that the company is the leader in the segment of SUVs priced above ₹12.5 lakh ex-showroom.

This segment commands 45% market share of all SUV sales in India, with M&M having 27%. The company is aiming for the Thar brand to become the best-selling SUV brand in the ₹12.5 lakh-and-above price bracket over the next three to five years.

The Thar Roxx will complete its arc from being a niche off-road product that kickstarted Mahindra's new SUV lineup in 2020 to becoming a mass-market contender, widening its appeal among car buyers. “The attempt has been to make what may seem a body-on-frame vehicle monocoque-like," Jejurikar said.

“The refinement and drive quality of the Thar is like any mainstream, non-body-on-frame SUV. That disruption was critical to this becoming a mainstream product." While the Thar Roxx will be M&M's last major internal combustion engine (ICE) intervention this year, the company's next focus will be on its BEV (battery electric vehicle) portfolio, which is