Mahindra has quietly reworked the Thar Roxx range, and the headline is a good one for buyers: the popular diesel-automatic combination is now around 1.2 lakh cheaper than before, thanks to a new mid-spec variant slotted into the line-up.
It is a shrewd move. The Roxx has been a runaway success, but its pricing had crept upward, opening a door for rivals. This closes it.
What changed
Rather than cut prices across the board, Mahindra has introduced a new trim that keeps the desirable diesel-auto powertrain but trims some of the cosmetic and convenience kit from the variant above it.
The result is a Thar Roxx that keeps the engine and gearbox most buyers actually want while shedding the features many were paying for and never using.
Mahindra did not lower the price of the Thar. It built a cheaper way to buy the good bit.
— Our market desk
The competitive picture
With the Force Gurkha five-door now a genuine rival and a facelifted crop of monocoque SUVs offering more comfort, the Roxx needed to defend its ground. A sharper entry point does exactly that.
Existing bookings are unaffected, Mahindra says. For anyone still deciding, the new variant makes the sums considerably easier.