Mahindra Ramps Up Production: Thar and Roxx Models to Hit 9,500 Units Monthly by January
Mahindra has once again captured the automotive market’s attention with its latest release, the Thar Roxx. This new addition to the Thar lineup has set a new benchmark for the company, racking up an astonishing 1.76 lakh bookings in just the first hour of availability. Such remarkable demand has prompted Mahindra to increase the production capacity for both the Thar 3-door and the newly launched Roxx, aiming to meet the skyrocketing demand while keeping waiting periods manageable for eager customers.
Initially, the Thar Roxx was produced at a rate of approximately 2,500 units per month. However, as anticipation for the SUV soared, Mahindra had already begun ramping up production levels, reaching around 5,000 to 6,000 units per month by the end of June. Now, Mahindra is planning to raise the monthly production capacity to 7,500 units by November, with further increases projected to 9,500 units per month by January. This elevated production pace will accommodate the rapidly growing demand and ensure more prompt deliveries.
Mahindra’s approach is centered around bolstering the Thar brand as a whole, with the Thar 3-door and Roxx models contributing to an anticipated combined annual production of nearly 70,000 units. Mahindra has emphasized that the monthly production capacity is somewhat flexible between the two models, allowing for adjustments based on specific market demands. The company is actively exploring ways to expand its production capability even further, aiming to keep pace with customer interest.
A spokesperson from Mahindra noted, “The total capacity of the Thar brand is set at 9,500 units per month. We are actively exploring options to further increase this capacity. We are deeply appreciative of the enthusiastic response from our customers and remain committed to ensuring a seamless delivery experience.”
While the Thar Roxx is in high demand, the classic Thar 3-door variant has seen a slight slowdown, and dealers are responding accordingly. Mahindra has introduced discounts of up to ₹1.6 lakh on select variants of the Thar 3-door to maintain customer interest. This shift offers an opportunity for customers to take advantage of a well-loved model with some appealing price reductions.
The Thar Roxx caters to a wide range of off-roading enthusiasts, with options for both 2WD and 4WD configurations. Prices for the Thar Roxx begin at ₹12.99 lakh for the entry-level variant, making it an appealing choice for budget-conscious buyers who want to experience the rugged appeal of Mahindra’s off-road offerings. The top-spec 2WD model is priced at ₹20.49 lakh, while the 4WD options start at ₹18.79 lakh and go up to ₹22.49 lakh for the premium variant. With such a variety in price points, Mahindra has crafted a lineup that makes the Thar Roxx accessible to a diverse customer base.
The overwhelming response to the Thar Roxx has further established Mahindra’s reputation in the SUV market, and it’s clear the company is not resting on its laurels. Production is being scaled up strategically, with further increases under consideration. Additionally, Mahindra’s commitment to enhancing the delivery process will help ensure customers have a positive experience from reservation through to vehicle ownership.
For those who are interested in the Thar Roxx but may be deterred by long waiting periods, Mahindra’s plans to raise production levels should offer some reassurance. The company’s proactive approach to managing production and inventory shows its dedication to meeting customer expectations while maintaining the brand’s appeal.
With the production capacity for the Thar 3-door and Roxx models heading towards 9,500 units per month, Mahindra is positioning itself to meet an unprecedented level of consumer demand. As Mahindra’s portfolio continues to evolve, models like the Thar Roxx play a vital role in enhancing its market presence. The future looks promising for Mahindra’s SUV lineup, as the company remains poised to not only satisfy existing customers but also attract new fans with its blend of rugged design, off-road capability, and increasing accessibility.
With the Thar Roxx’s success story just beginning, Mahindra’s increased production and ongoing strategic planning signal a bold step forward, solidifying its status as a powerhouse in the SUV market.