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Thar Transforms: From Rugged Off-Roader to Lifestyle Icon
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Moneycontrol•21-09-2026, 20:25
Thar Transforms: From Rugged Off-Roader to Lifestyle Icon
- •Mahindra's Thar, initially an off-road utility vehicle in 2010, has evolved into a lifestyle product with a distinct identity.
- •The 2020 relaunch focused on technology, comfort, and safety, broadening its appeal beyond traditional off-road enthusiasts.
- •Millennials accounted for over 40% of bookings for the new Thar, with nearly half opting for automatic variants, indicating a shift in buyer demographics.
- •Brand strategist Harish Bijoor highlights Thar's successful transition from a physical product to a lifestyle thought, signifying freedom and adventure.
- •Mahindra continues to expand the Thar brand, with updates reflecting its broader positioning and the unveiling of the electric Vision Thar.e concept.
Key Questions Answered
Mahindra introduced the Thar in 2010 as the flag-bearer of its long-running Mahindra Classics and 4x4 legacy.
When Mahindra marked the new model's first anniversary in 2021, the SUV had crossed 75,000 bookings, with millennials accounting for over 40% of those bookings.
In 2023, Mahindra unveiled the Vision Thar.e, an electric interpretation of the nameplate that retained the robust DNA of the iconic brand while moving it towards an electric future.
