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The recent launch by the domestic carmaker Mahindra, the five-door Thar Roxx SUV has taken the Indian SUV market by storm, a success story that many anticipated. Since its launch, this SUV has turned the heads of SV enthusiasts. It is reported that the SUV grabbed more than 1.76 lakh bookings within an hour after the carmaker initiated its bookings on October 3, 2024. This figure is good enough to express the craze of the Roxx enthusiasts.  Also, the SUV is shifting the attention of Mahindra aspirants from other vehicles like the Scorpio-N, XUV700, and even the elder sibling Thar, which previously dominated the market. 

 

 

A recent visit to Mahindra dealers by one of the authentic sources has cleared the picture of Thar Roxx’s impact on other Mahindra SUVs. To promote Roxx, each showroom displayed the SUV at locations from where it can easily grab the attention of commuters. This strategy worked and it started attracting the crowd. In the words of one of the sales executives at Mahindra dealerships in South Delhi, “Our workload has intensified with inquiries and deliveries for the Thar Roxx, especially since the booking window opened.” 

 

Interestingly, Mahindra dealers are now offering attractive discounts on the Thar’s three-door version, an unprecedented move given its past popularity. The arrival of the Thar Roxx has slightly eclipsed the demand for the three-door model, reshaping buyer preferences. “Recently, about 2 out of every 10 Thar bookings have been for the Roxx instead of the three-door model. Although there is still interest in the original Thar, it’s often from those seeking a great deal,” said an executive from a Kirti Nagar showroom. He added that while moving inventory is important, the Thar Roxx’s popularity is a positive sign for Mahindra as a whole.

 

This trend impacts Mahindra’s other top-performing SUVs, such as the Scorpio-N and XUV700. According to sales representatives, while the Thar Roxx’s launch has led to a temporary dip in inquiries for these models, many customers remain loyal to the broader Mahindra SUV family. Sales may have slowed for the Scorpio-N and XUV700 this month, but showroom representatives agree that as long as customers continue to choose Mahindra, the family of SUVs under its logo remains as strong as ever.