The Mahindra Thar has long been a symbol of rugged off-road performance. Now, with the introduction of Thar Roxx, Mahindra is pushing the boundaries of lifestyle SUVs. In a conversation with Mahindra Automotive President Veejay Nakula, he shared the vision behind Thar Roxx and how it represents a significant step forward for the company.
“The Thar Roxx is more than just a Thar with four doors; it is a virtually redesigned new product,” Nakula said, adding that new features enhance the SUV’s frame, suspension, braking system and overall improvements. We highlighted the M Glide platform. “We made sure it fits every segment: ADAS features, panoramic sunroof, ventilated seats. Thar Roxx offers it all.”
Nacra’s leadership style, which focuses on listening to customer feedback, played a key role in the development of Thar Roxx. “When journalists and customers pointed out the issues with white interiors, we quickly responded and offered dark-colored interiors, especially to customers with four-wheel drive vehicles,” he said, adding that Mahindra’s response to market demand He showed an agile response.
Thar Roxx isn’t just about technology. It’s also about maintaining the core identity of the Thar brand. “It’s always difficult to evolve an icon like Thar, but it’s about innovating and transforming the product while maintaining the core of its DNA,” Nakula explained. From design elements like a new grille and lights to advanced features like a Harman Kardon audio system and larger touchscreen, Thar Roxx stays true to its off-road roots while embracing modernity.
Nakula also touched on the pressure to live up to the tradition of Thar, a vehicle that has become synonymous with adventure and lifestyle. “Yes, there are always challenges when working with icons, but it is important that we deliver a balanced, engineered product that resonates with both traditional SUV enthusiasts and modern consumers,” he says. I did.
With 176,000 bookings within just 60 minutes of its launch, the Thar Roxx has clearly struck a chord with Indian SUV enthusiasts. Mr. Nakula summed up this success succinctly: “We have created a product that democratizes technology and makes it accessible without sacrificing the thrill of driving an SUV.”
