The legendary Mahindra Thar has captivated off-roading enthusiasts in India for over a decade with its rugged capability and distinctive style. Mahindra has unleashed a more sophisticated beast – the all-new Thar ROXX. This iteration takes the core ethos of the original and infuses it with more power, technology, comfort and practicality to create an upmarket avatar designed for both off-road thrills and on-road family cruising. Read on to find out about the recently launched Mahindra Thar ROXX.
A Sophisticated New Avatar
While the original Thar was loved for its simple, functional, off-road-biased charm, the Thar ROXX goes up several notches higher by introducing a level of sophistication never seen before in this iconic lineage. The interiors have been completely revamped with a premium dual-tone black and beige treatment. Front and center is an expansive new 26.03cm HD touchscreen infotainment system with Android Auto, Apple Carplay, and integrated navigation. It is complemented by another 26.03cm digital MID screen for the instrument cluster, allowing drivers to access information easily.
Adding to the sense of occasion is a multi-functional leather-wrapped steering wheel, soft-touch dashboard materials and controls for key functions, chrome highlights and ambient lighting. The quilted leather seats are supremely comfortable and can be adjusted for height. The ventilation function for the front seats allows for cooling comfort – a first for the Thar range. Climate control is now dual-zone with vents for the second row as well – again, a first. The highlight feature is the electric panoramic sunroof, which lets both rows of passengers enjoy open views and fresh air.
The focus on luxury does not mean utility has been sacrificed. The cabin retains its practical go-anywhere charm but now comfortably accommodates five adults. The 50:50 split second-row seats have pleasing contours and support. The extended wheelbase creates ample legroom, and the flat floor comfortably seats three. With two extra doors, getting in and out is also much more convenient, especially for second-row passengers.
Thar ROXX Variants
Mahindra has announced only a couple of details about the new variants of Thar ROXX so far. The base model is known as the MX1 trim. This introductory variant should offer an optimum mix of rugged capability and daily practicality at an aggressive price point.
Moving up, the next trim is expected to be called the AX variant. Full details are awaited about the features it could offer over the MX1 and what it could be priced at. But if the Thar 3-door range is anything to go by, the AX should add more creature comforts and styling elements while building further on the off-road hardware.
In essence, Thar ROXX variants have only been confirmed about the base MX1 so far. Mahindra should reveal more details about possible additional trims in the coming weeks. You can expect a progressive hierarchy of features while maintaining accessibility for a wide range of lifestyle adventurers.
Loaded with Safety & Technology
In keeping with its premium positioning, the Thar ROXX sets new benchmarks for safety by incorporating a segment-first 6 airbag system, electronic stability control (ESC), roll-over mitigation, hill-hold assist and ISOFIX child seat anchors. Buyers can also opt for ADAS (Advanced Driver Assistance Systems), which includes tech like forward collision warning, automatic emergency braking, lane departure warning, driver drowsiness detection and more.
Other segment-first convenience features elevate the overall driving experience. Keyless entry, remote engine start, tyre pressure monitoring system, auto headlamps and wipers, cruise control, 3-point seatbelts for all occupants, cooled glovebox, auto-dimming IRVM, and fast USB chargers are among the highlights. Mahindra has tuned the 9-speaker audio for audiophiles to deliver an acoustic experience comparable to the more expensive Mahindra SUV.
The Thar Legacy Redefined
Mahindra took the time to develop the Thar ROXX precisely because the Thar nameplate evokes such passion and loyalty amongst patrons. The brief was to retain the essence of this icon while infusing it with more features and practicality. The Thar ROXX expands the brand’s appeal to welcome a new breed of lifestyle seekers who want the ultimate go-anywhere vehicle to traverse trails during the day and the city after dark in refinement.
The ruins of history often point the way forward. Mahindra has opened an all-new chapter for this legend—one that respects the past but also points to a more sophisticated future. The company has taken a calculated strategic step to nudge the Thar brand nameplate into more premium territory. This allows it to better protect margins even as emission norms become more stringent. It also preempts any possible market-share erosion from rival brands that have recently launched more premium off-roaders.
With the Thar ROXX, Mahindra has unveiled its most refined off-roader ever for the Indian market. It ushers in new benchmarks for sophistication, practicality, safety, technology and user experience while retaining the underlying personality that has won many fans over the past decade.
Pricing of Mahindra Thar ROXX
The new Mahindra Thar ROXX SUV has been launched at an attractive starting price of Rs 12.99 lakhs for the base petrol manual variant and Rs 13.99 lakhs for the base diesel manual variant (ex-showroom price, pan India). These introductory prices are for the 4×2 option of the MX variant, which is the entry-level trim. Test drive events will allow lifestyle enthusiasts to sample the unique attributes set to redefine what an authentic off-road SUV made in India can deliver.
The Bottom Line
The new Thar ROXX takes this automotive icon into more modern and premium territory while retaining the core values patrons love. Robust off-road hardware is now complemented by contemporary styling and a host of feel-good features to enhance ride quality, safety, seating comfort and technology. Smart packaging means practicality for urban use as well without compromising go-anywhere ability even one bit. The ROXX signals that the Thar bloodline will continue to evolve and conquer new frontiers for many more decades thanks to its timeless persona that strikes an immediate chord.
