Mahindra Thar Roxx, Thar demand leads to 70:30 production split

The Mahindra Thar Roxx launched last August and has been well-received in the market. As expected, demand for the 5-door Thar is higher than the 3-door version, and at the earnings call for the third quarter of FY2025 (October to December 2024), Mahindra announced it needs to increase production of its lifestyle SUV to meet that demand.

1. Thar sales doubled in September 2025 after Roxx launch
2. At 9,000 units, Mahindra Thar production is at full capacity
3. Thar 3- and 5-door price ranges between Rs 11.50 lakh and Rs 23.09 lakh

Mahindra Thar Roxx demand sees sales increase

That the Thar Roxx has been pushing overall sales of Mahindra’s lifestyle SUV is evident if one looks at SIAM’s despatch numbers. Compared to August 2024’s 4,268 units, Mahindra despatched 8,843 units to its dealers: 3,911 were the Thar 3-door and 4,932 were of the Roxx. That marked the highest monthly despatch for the Thar brand since its launch five years ago, surpassing the previous record of 6,160 units set in April 2024.

Mahindra Thar production to continue to increase

The Thar achieved the 1 lakh unit production milestone in March 2023.

Speaking at the earnings call, Rajesh Jejurikar, ED and CEO of Mahindra & Mahindra Auto and Farm business, stated that the total capacity of the Thar is already 9,000 plus units. This is a significant ramp up from the monthly output of 6,500 units for the Thar and Thar Roxx combined last November. Incidentally, the Thar brand achieved the 2 lakh sales milestone in the same month.

Along with confirming that production numbers for the lifestyle SUV have been rationalised into a 30:70 split for the Thar 3-door and Roxx 5-door, respectively – due to higher demand for the latter – Jejurikar confirmed that the brand needs to expand capacity for the Thar. Prices for the Thar start at Rs 11.50 lakh for the entry-level 3-door model, and rise to Rs 23.09 lakh for the range-topping 4x4 diesel automatic Roxx. Jejukar also mentioned a need to expand production capacity of the Mahindra XUV 3XO.

All prices, ex-showroom, India

Also see:

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