Mahindra is gearing up to diversify its model lineup on the Gylde platform, focusing on enhancing the appeal of vehicles like the Thar Roxx to reach a broader market. The Mumbai-based automotive giant has heavily invested in the development of the Thar Roxx SUV, aiming to redefine the ever-growing SUV segment. Emphasizing a plan to introduce additional models to boost sales, the Thar Roxx represents the company’s effort to establish the off-roader as a mainstream brand in the domestic market.
With ambitions to elevate its position in the automotive industry, Mahindra places great importance on the success of the Thar Roxx SUV in driving incremental sales and securing a leading position among car brands. Rajesh Jejurikar, the executive director of the Auto and Farm Sector at Mahindra & Mahindra, highlighted the company’s vision of launching various versions from the Thar portfolio to achieve its goal of becoming the top brand within the next 3-5 years.
Jejurikar noted that SUV models priced above 12.50 lakh constitute a significant portion of the market, with Mahindra holding a 27% market share in this segment. Leveraging this opportunity, Mahindra aims to elevate the Thar brand to the number one spot in the premium category over the next few years. The company’s strategic approach involves building scale through increased production volume to establish a competitive edge.
In line with this strategy, Mahindra has set a monthly production target of 6,500 units for the new 5-door Thar Roxx SUV, signaling its commitment to expanding its market presence and reinforcing its position in the automotive landscape.
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