The August launch of the Mahindra Thar Roxx has altered the company's SUV business, triggering humongous production strategy realignments. During the third-quarter earnings call of FY2025, Mahindra announced critical information on production realignments to address the growing market demand.
The sales figures tell a tale of how the Thar has performed in the market. Sales started at a slow pace of 4,268 units in August 2024 but then zoomed to record levels of 8,843 units in September, as it made a milestone entry into the ledgers of a fifth-year-old model. It shattered the earlier record of 6,160 units made in April 2024.
The momentum continued through the October-December quarter with average monthly deliveries of 8,104 units. In January 2025, the month fell marginally to 7,557 units, fueled by promotional schemes on old stock.
The disaggregated numbers also reveal some interesting trends. A record performance in September consisted of 3,911 units of the traditional three-door variant and 4,932 units of the new Roxx variant. The early spreads of these figures revealed market preferences that would ultimately influence production action.
Rajesh Jejurikar, Executive Director and CEO of Mahindra & Mahindra's Auto and Farm business, pulled out some very significant facts from the earnings call. He announced that total Thar production capacity is now over 9,000 units a month and has increased significantly from 6,500 combined output in November. It was also in full-throttle production at the time when the brand reached its 200,000 sales units.
Mahindra, depending on market demand, has adjusted its production split of 70% Roxx five-door and 30% three-door. The base model of the three-door is Rs 11.50 lakh and goes all the way up to Rs 23.09 lakh for Roxx 4x4 diesel automatic premium.
In the future, Jejurikar announced plans for additional capacity expansion not just for the Thar family, but also the XUV 3XO model as well. This is evidence that Mahindra is well on its way to meeting the growth demands of the marketplace.
The rich old heritage of the Thar Roxx is today alive in sales figures and has changed Mahindra's supply chain strategy, taking into account the way the marketplace welcomed the product as a genuine offering for flexible SUVs. In meeting the demands of the consumers, it would seem that the Thar brand will continue to be globally in a relatively competitive auto space, set to expand in India.
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