Mahindra rolls out ₹1.5 lakh discount on Thar after Thar Roxx launch
₹1.5 lakh on its popular three-door Thar SUV model, just weeks after the launch of its larger sibling, the five-door Thar Roxx. The move is meant to maintain the sales momentum for the Thar, particularly as potential buyers may be swayed by its overlapping price points with the Thar Roxx, two people aware of the development said.
The new consumer scheme, effective from 1 September 2024, offers varying discounts across the Thar lineup, with the highest reduction being ₹1.5 lakh on several variants. For instance, the Thar four-wheel drive LXD automatic transmission now comes at an ex-showroom price of ₹15.49 lakh, down from the original ₹16.99 lakh.
Similarly, the Thar 2WD LXD manual transmission is now priced at ₹11.35 lakh, reduced from ₹12.85 lakh. “As part of our festive season ramp-up, we introduce targeted interventions on specific parts of portfolio, based on market feedback and customer preferences," said Nalinikanth Gollagunta, CEO, automotive division, M&M.
“We have initiated the same this year and look forward to a very strong festive season for the Mahindra portfolio." Bookings for the new Thar Roxx, which starts at an ex-showroom price of ₹12.99 lakh, will commence on 3 October. M&M has allocated a production capacity of 10,000 units for the Thar model line, consisting of both the Roxx and the three-door Thar.
“With the Thar Roxx launch, Thar 3-door needs price repositioning as heavy cannibalization is likely unless Mahindra reduces the price of the 3-door Thar by at least ₹2 lakh," said Gaurav Vangaal, associate director at S&P Global Mobility. “It looks difficult that both the Thar and Thar Roxx could maintain their sales volumes without price repositioning as distinct, individual products in the long term."
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