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Sales Of Mahindra Thar Roxx Outpace Original Thar
During the April to June 2025 period, Mahindra dispatched 20,726 units of the Thar Roxx SUV, significantly outpacing the 9,908 units of the original Thar. The five-door Thar Roxx now accounts for a larger portion of the Thar brand's sales. In fact, it held a 68% share of the brand's domestic market sales during this period.
The introduction of the five-door Thar in August 2024 has notably impacted the three-door model's sales. Since its launch, Mahindra has sold 59,316 units of the Thar Roxx. The larger SUV has been more appealing due to its practicality, leading to a decline in demand for the three-door version.
Mahindra's Production Strategy
Anticipating higher demand for the Thar Roxx, Mahindra implemented a production strategy favouring the five-door model with a 70:30 split back in February. This decision reflects their foresight into market trends and consumer preferences.
In Q1 FY2026, sales of the three-door Thar dropped by 43% compared to last year's figures. The second-generation Thar initially launched in October 2020 and performed well until the arrival of its larger counterpart.
Thar Brand's Market Position
The strong performance of the Thar Roxx has propelled Mahindra's Thar brand to become their second-best-selling SUV in Q1 FY2026. Combined wholesales for both models reached 30,634 units during this period.
In FY2025, Mahindra's top-selling SUVs included Scorpio twins with 1,64,842 units and XUV700 with 93,082 units. The Thar/Thar Roxx contributed significantly with 84,834 units sold.
Market Share Growth
The robust sales have increased Mahindra's overall SUV market share. In Q1 FY2026, the two Thars accounted for 20% of Mahindra's total SUV sales of 1,52,057 units. This is an increase from a 14% share in Q1 FY2025.
The Scorpio N/Classic maintained their lead with 42,675 units sold in April-June 2025. Following them were Bolero (24,800 units), XUV3XO (22,609 units), and XUV700 (19,444 units). Mahindra also introduced two new electric SUVs – BE 6 and XEV 9e – which collectively sold 11,023 units and ranked sixth in their lineup.
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