Mahindra Thar 5 Door Officially To Be Called 'Thar Roxx'; Set For August 15 Debut

Mahindra & Mahindra Ltd. has revealed the name of its newest SUV: The Mahindra 'Thar ROXX', popularly known as the Thar 5 Door. Set to debut on Independence Day, ‘THE’ SUV’s addition expands the Thar portfolio with a focus on premium features and performance. The 'Thar ROXX' is positioned as a high-end SUV, promising a combination of sophistication, advanced technology, and the rugged capabilities associated with the Thar brand. The Thar ROXX’s launch represents Mahindra's effort to elevate its presence in the premium SUV segment.

Note: Armada remains a registered trademark of Mahindra & Mahindra Ltd.

The 'Thar ROXX' is designed to offer:

• A blend of luxury and off-road capability
• Advanced safety features
• Cutting-edge technology
• Enhanced performance and ride quality

Veejay Nakra, President, Automotive Sector, M&M Ltd., said - "The ‘Thar ROXX’ with its distinctive design, premium quotient, advanced technology, enhanced performance, sophistication, and safety is ‘THE’ SUV. While retaining the core attributes of the iconic Thar the ‘Thar ROXX’ represents the larger-than-life personality of a rockstar and will disrupt the SUV category.”

Mahindra emphasizes that the 'Thar ROXX' will deliver a premium experience through:

• Sophisticated design elements
• Superior comfort features
• Exceptional ride quality
• Innovative technology integration

While specific details about the Thar ROXX’s specifications and pricing are yet to be revealed, the announcement indicates that Mahindra is positioning the 'Thar ROXX' a.k.a. ‘THE’ SUV as a flagship model within its SUV line-up. The launch is expected to strengthen Mahindra's market position and offer customers a new option that combines luxury with the brand's reputation for capable off-road vehicles.