Mumbai, September 12, 2024: Mahindra & Mahindra Ltd., India’s renowned SUV manufacturer, is set to auction the first-ever Thar Roxx, marking a milestone for both auto enthusiasts and philanthropists. The vehicle, distinguished as the first in Mahindra’s new ‘The’ SUV series, will be sold in an online auction, with the proceeds going to charitable causes. In an impressive gesture, Mahindra has pledged to match the winning bid to double the impact of the contribution.
Bidding for a Cause
The online auction will take place from 5 PM on September 15th to 7 PM on September 16th, 2024, via Mahindra First Choice Wheels and hosted on the carandbike.com auction platform. Registrations open on September 12th for prospective bidders, who must submit a refundable caution deposit to participate. Ernst & Young will supervise the entire bidding process, ensuring transparency and integrity.
The Thar Roxx: A Rare Collectible
This auction features the coveted Thar Roxx with VIN 0001, making it a unique collector’s item. Adding to its allure, the vehicle will bear the personal signature of Mahindra Group Chairman, Mr. Anand Mahindra. The winner can choose their Thar Roxx from seven striking colors, including Deep Forest, Tango Red, and Stealth Black. This model is the AX7L Diesel Automatic 4×4, making it a rugged, high-performance vehicle for adventurers and collectors alike.
Charitable Contributions
The highest bidder can choose to direct the proceeds to any recognized nonprofit or select from Mahindra’s partner organizations: Naandi Foundation, BAIF Development Research Foundation, Watershed Organization Trust, or United Way Mumbai. These organizations are dedicated to empowering women, improving rural livelihoods, managing water resources, and promoting road safety.
This auction offers a chance to own a piece of Mahindra’s history while making a meaningful impact on society. Mahindra’s decision to match the final bid underscores the company’s commitment to social responsibility, making this a win-win for everyone involved.
