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The five-door Mahindra Thar Roxx, which had captured a 45% share of the Thar brand’s domestic market sales in the second half of FY2025, is now contributing more than the original three-door Thar SUV to the overall Mahindra Thar brand.
Between April-June 2025 period, Mahindra & Mahindra has dispatched a total of 20,726 Thar Roxx SUVs to its dealers across the country. The same three-month period has also seen wholesales of 9,908 Thars, down 43% YoY (April-June 2024: 17,286 units). This translates into a 68:32 percentage ratio in favour of the five-door Thar Roxx.Of the total 30,634 Thars sold in Q1 FY2026, the Thar Roxx (pictured above right) accounts for 20,726 units and the three-door Thar 9,908 units, down 43% YoY.
The second-generation Thar, launched in October 2020 in its three-door avatar, won over buyers with its direct appeal to off-roading while offering new ability to be deployed as an everyday SUV with its modern interior and features, relatively easy driving manners and also automatic transmission options.
The launch of the Thar Roxx – the five-door avatar of the Thar – on September 25, 2024 further accelerated the Thar brand’s sales and also widened this popular SUV’s target audience, which now includes families, as a more practical and more mainstream product and has also taken the battle into many a rival’s camp.
Since its launch in FY2025, the Thar Roxx has sold a total of 59,316 units in the domestic market.
Thar brand: the new No. 2 in Mahindra’s model line-up
In FY2025, M&M’s Top 5 best-selling SUVs were the Scorpio twins (164,842 units), 3X0 (100,905 units), Bolero (94,750 units), XUV700 (93,082 units) and the Thar / Thar Roxx (84,834 units) which was ranked fifth. The Thar Roxx’s continuing stellar market performance has helped it drive the Thar brand up three ranks in Q1 FY2026 to be the new No. 2 in the company’s SUV line-up .
The Thar Roxx was the best-selling new SUV launched in FY2025, a fiscal which saw a number of brand-new UVs introduced by Mahindra (BE 6 and XEV 9e, Tata Motors (Curvv), Toyota (Urban Cruiser Taisor), Kia (Syros, Carnival), JSW MG Motor (Windsor EV), Skoda India (Kylaq) and Citroen India (Basalt) and contributed to the overall UV segment achieving record sales of 2.79 million units.
The model is maintaining the same growth trajectory in the current fiscal. In the first three months of FY2026, the Thar Roxx and Thar (30,634 units) are the new second-bestselling Mahindra SUV after the Scorpio N/Classic (42,675 units) and are ahead of the Bolero (24,800 units), 3X0 (22,609 units), XUV700 (19,444 units). M&M’s two new electric SUVs – the BE 6 and XEV 9e (11,023 units) – are sixth in the model line-up.
As a result of the Thar brand’s strong performance, its share of M&M’s SUV sales has also risen substantially. In Q1 FY2026, the two Thars have a 20% share of the total 152,057 Mahindra SUVs sold as compared to 14% in Q1 FY2025.
Importantly, the surging consumer demand for the Thar Roxx has helped the company register strong 22% YoY growth in April-June 2025. This stellar showing puts M&M very close behind the utility vehicle market leader Maruti Suzuki – the gap at the end of Q1 FY2026 quarter is only 9,801 units, far lesser than the lead of 38,882 units that Maruti Suzuki had a year ago. While Maruti Suzuki’s currently has a 24% UV market share, M&M has a 23% share which is considerably higher than the 19% it had in Q1 FY2025.
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