Mahindra and Mahindra (M&M) unveiled the Thar Roxx, a highly-anticipated SUV model, on Independence Day. Priced at Rs12.99 lakh for the petrol version and Rs13.99 lakh for the diesel model, the Thar Roxx is expected to compete in the above Rs12.5 lakh category of the SUV market. Rajesh Jejurikar, CEO of M&M, expressed ambition for the Thar Roxx to secure the top position in this segment within the next few years, leveraging the company's already significant market share in this price range.
M&M acknowledges its current strength in the above Rs12.5 lakh category, where the company holds a 27 per cent market share. The launch of the Thar Roxx signifies their intent to further solidify their presence in this market segment. In addition, M&M is looking to enhance its market share in the below Rs12.5 lakh segment with the newly launched Mahindra XUV 3XO. The company's strategy involves capturing a larger share in both price categories to establish a more comprehensive presence in the SUV market. Deliveries of the Thar Roxx are set to begin during Dussehra, following online bookings starting from October 30 and test drives scheduled to start from September 14, 2024.