Mahindra Thar Success Story – How it Captured Indian Midset?

I am sure many people who love off-roading have kept Mahindra Thar on their wishlist. It is one of the best off-roading SUV cars available in the Indian market and is giving tough competition to many newcomers.

Ever since Thar was established in the Indian market, it has changed the whole face of off-roading not only in India but, all around the world.

Why Thar is So Popular?

Mahindra Thar is considered to be one of the best highly capable off-road SUVs for any off-road conditions. The top-notch quality and capability of this series have made it a living legend on the Indian roads. This model from Mahindra has become an icon not only in the elder segment but, in the youth segment as well. 

Mahindra Thar is bound to break records and gain success in the Indian market for every year’s launch. Both Mahindra and its off-road series, Thar made enormous headlines when the company announced that this 4×4 has reached the 100,000 unit production milestone on March 29, 2023.

After launching the second-generation Thar, achieving this milestone was surely something very great for the company. The old-school and rocking vibes of the SUV made it look bold and attractive from every segment. 

I am pretty sure, SUV and off-road lovers who know very little about Mahindra’s Thar line will enjoy the epic journey through this article. So, tighten up and learn about the amazing success story of Mahindra’s Thar, the Indian off-road king.

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Legacy and Evolution That Made Mahindra Thar so Popular

Mahindra and Thar’s story goes way back to 1947 when Mahindra acquired the license to buy Willys Jeeps. Mahindra after getting the license started assembling the Willys CJ3B. Ever since, Mahindra never stopped making the Jeep and interestingly, the design of its Thar is based on the Jeep CJ series.

Looking at the strong body of the CJ Series, Mahindra manufactured MM540. Not many will know, but the first batch of MM540 was built on the CJ500D chassis with a 43/8 (petrol hurricane) differential ratio.

The MM540 was introduced by Mahindra back in 1985 and it was a pretty good car. Two decades later, Mahindra introduced its Thar line which was named after the Thar desert.

Now, the Thar which was introduced in 2010 was the modernized version of the famous Mahindra Legend which was again based on MM540. So, we could say all the credit for the introduction of Mahindra Thar could go to the classic Jeep CJ series. 

The first generation of Mahindra Thar was launched back on October 4, 2010. Thar was launched primarily to fill the void left by its predecessor, the Mahindra MM540. First-generation Thar came with three variants in the Indian market which were 2WD, DI 4WD, and CRDe.

The launch of the new-generation Thar ushered in a new phase in the off-roading place. Built on its legendary illustrious predecessors, Thar gave unimaginable capability and ability to Indian customers. Within no time this model won the hearts of many adventurers in the Indian market.

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Factors Contributing to the Success of Mahindra Thar

So many factors have contributed not only to the introduction of one of the best off-roading series in India, the Thar. The rich history of the predecessor of Thar proves how strong they are built on. The chassis that the Thar is built on makes it a very strong SUV for off-roading. 

The material used, aerodynamics, body design, and body weight of the Thar make it just the perfect car for off-roading. Mahindra’s Thar was designed to be a rugged, reliable, convenient, and affordable off-road SUV in the Indian market.

The first generation of Thar was equipped with a 2.5-litre turbocharged diesel engine. This engine of the Thar produced a whopping 105 horsepower and 247 nano-metres of torque. Customers just loved the smoothness, power, control, and off-roading capabilities of the first-generation Thar. 

It came with both 2WD and 4WD drivetrain, among which the 4WD gave superior performance to customers. From the interior point-of-view, the DI 2WD was the base trim which was equipped with a soft top and had no air conditioning. On the other hand, the 4WD came with air conditioning and a hard top. 

Another great thing that Mahindra has never forgotten is the design. The introduction of Thar back in 2010 was a successor of MM540. But, the modern-day Thar surely gives an American 4×4 vibe to a great extent. Quite a lot has changed as compared to the first-generation and second-generation Thar.

The old version was quite short but, the prominent, chrome-lined 4×4 badge on the rear fender gave an astonishing finish. Today’s Thar is much taller, wider, and longer and looks like a beast when it is off-roading. One thing which has been constant from the first-generation design is the boxy design of Thar. 

Previously, Thar was not made available in different colour options but, the 2020 version is made available in six different colour options. It comes with funkier paint which makes it look much attractive from afar.

The exterior might not have seen a significant change but, the dimensions are quite different as compared to the older version. Still, there are customers who prefer the first-generation Thar more than the second-generation. 

Another major reason why Thar became so successful in the off-roading community is because of low competition. Yes, ever since its establishment in the Indian market, no other brands come out with such unique-looking off-roading SUVs in the market.

Many of the top players followed the traditional method of introducing off-road models in the Indian market, this opened a very good opportunity for Mahindra to grab customers’ attention who loved off-road adventures.

Today, there are so many competitors in the market which gives direct competition to Thar. But, during its initial days, no other brand came up with such type of off-roading SUVs. now, some of Thar’s greatest competitors in today’s era are Maruti Jimny and Force Gurkha.

Impact and Cultural Significance of Mahindra Thar in Indian Market

We do have to agree with the fact that, the first-generation Thar was primarily focused on off-roading but, that is just not the case with its second generation. The second-generation Mahindra Thar is more than just an off-road king. The latest design and colour of Mahindra Thar gives a formal vibe as well. 

It can be used as a daily vehicle for daily purposes. It has everything that a normal non-off-road car would have. In fact, if you are looking for a sturdy and rigid model which can be used as a both normal and off-road vehicle then there is no other best option than the second-generation Mahindra Thar. 

Due to its sturdy and rigid look, so many film directors or action directors have used it in their movies. It has been a great friend when it comes to Bollywood.

So many great Indian heroes have been seen using Mahindra Thar to show their style, looks, and funkiness. This has played a major role of inspiration to the youth of our country who have a passion for off-roading. 

Conclusion

Thar’s introduction to the Indian market could be the best thing that has happened for the off-roading community. It surely is an all-purpose vehicle but, off-roading is what this line of series was built by Mahindra and Mahindra.

We are very lucky to get such an amazing off-road vehicle in our country. It surely is one of the most rigid, and sturdy off-roading SUVs in the Indian market.