In an astonishing display of consumer enthusiasm, Mahindra’s Thar Roxx garnered an overwhelming 176,218 bookings within just 60 minutes of opening on October 3, 2024, at 11:00 a.m. This unprecedented response sent shockwaves through the automotive industry, reaffirming the Roxx’s strong appeal among SUV enthusiasts and cementing its status as a game-changer in its category.
The Thar Roxx, celebrated for its rugged yet sleek design, powerful performance, and versatile off-road capabilities, has struck a chord with customers across India. Combining a head-turning appearance with top-tier safety, technology, and interior comfort, Mahindra’s latest SUV continues to build on the success of the original Thar, evolving to meet modern expectations while retaining its adventurous spirit.
A Vehicle Designed to Disrupt
Mahindra’s Thar Roxx is more than just an SUV—it’s a category disruptor. The Roxx promises an unparalleled driving experience both on and off the road, making it an instant hit among diverse customer segments, from urban adventurers to hardcore off-road enthusiasts. With features such as refined driving dynamics, cutting-edge technology, spacious interiors, and high safety standards, it is no surprise that the Roxx set a new benchmark with its record-breaking bookings.
The overwhelming demand is a testament to Mahindra’s foresight in delivering an SUV that goes beyond conventional expectations. The Thar Roxx’s advanced tech features, combined with its off-roading prowess, makes it a must-have for those looking for a blend of luxury, comfort, and adventure.
Global Partners Key to Success
Mahindra extended its heartfelt gratitude to its global network of partners, who played an integral role in bringing the Thar Roxx to life. The automaker emphasized the importance of collaboration with some of the most innovative and advanced automotive companies across the world. These partnerships have allowed Mahindra to integrate state-of-the-art technology, durable components, and premium materials into the Thar Roxx, setting a new standard in the SUV segment.
Key Global Partners Behind Thar Roxx’s Success:
- Alf Engineering Pvt Ltd: As a leading manufacturer of automotive chassis, Alf Engineering contributes the sturdy frame that provides the backbone for Thar Roxx’s robust off-road performance.
- Aptiv: Known for its advanced driver-assistance systems (ADAS) and smart vehicle architecture, Aptiv’s technology enhances the safety and convenience features of the Thar Roxx.
- AIS Glass: A top automotive glass company in India, AIS provides the strong, durable glass that complements Thar Roxx’s rugged build while ensuring top-tier visibility and safety.
- CIE Automotive India: With expertise in forging, casting, aluminum, and more, CIE Automotive India supplies essential components that enhance the vehicle’s durability and performance.
- Craftsman Automation: Specializing in powertrain components and aluminum casting products, Craftsman Automation plays a crucial role in ensuring the Thar Roxx’s engine and drivetrain perform seamlessly.
- Henkel: The German multinational provides high-performance adhesives and coatings that keep the Thar Roxx sturdy and weather-resistant in all conditions.
- Harman: Known for connected car technology, Harman’s innovations enhance the infotainment and audio experience within the Thar Roxx, providing drivers and passengers with a truly immersive journey.
- JBM Group: Contributing auto components and artificial intelligence solutions, JBM Group ensures the Roxx remains a cutting-edge vehicle, pushing the boundaries of automotive technology.
- Lucas TVS: A one-stop solution for auto-electrical needs, Lucas TVS helps the Thar Roxx meet emission standards while optimizing fuel efficiency.
- MSKH: With expertise in gear assembly, exhaust systems, and automotive cables, MSKH adds precision and reliability to the Thar Roxx’s mechanical functions.
- Motherson: One of the world’s largest automotive suppliers, Motherson brings its expertise in wiring harnesses, mirrors, lighting systems, and more, making the Thar Roxx as safe as it is stylish.
- OP Mobility: Specializing in exterior systems that improve performance and aerodynamics, OP Mobility helps ensure the Thar Roxx is both aesthetically appealing and high-performing.
- Nippon: Providing telematics, safety, and security systems, Nippon contributes to making the Thar Roxx smarter and more secure, elevating its appeal to modern drivers.
- Rosenberger: This German firm supplies high-quality connectors and cable assemblies, ensuring the Thar Roxx’s electrical systems are reliable and efficient.
- Right Tight Fasteners: With expertise in bolts, nuts, screws, and fasteners, Right Tight Fasteners ensures every component of the Thar Roxx stays firmly in place, no matter how rough the terrain.
- Sujan Continental: A leader in anti-vibration systems, Sujan Continental’s products ensure a smooth, comfortable ride for Thar Roxx drivers.
- SEG Automotive: A global supplier of powertrain components, SEG Automotive enhances the vehicle’s energy efficiency with its 12V and 48V hybrid systems.
- Track Components: Manufacturing essential heavy vehicle body parts, Track Components adds to the durability and safety of the Thar Roxx.
- Talbros Engineering: With a reputation as a top manufacturer of rear axle shafts, Talbros Engineering contributes to the Thar Roxx’s off-road capabilities and power distribution.
- Visteon: Providing cutting-edge cockpit electronics, Visteon’s SmartCore technology powers the Thar Roxx’s infotainment, connectivity, and display systems, making it a tech-lovers’ delight.
- Varroc: As a key supplier of lighting, electronics, and chassis components, Varroc ensures that the Thar Roxx is as reliable as it is striking.
A Bright Future Ahead
With its record-breaking debut, the Thar Roxx has set a new standard in the SUV market. Mahindra’s ability to collaborate with industry leaders worldwide is one of the key reasons for the vehicle’s success, blending the best of global automotive innovation with Indian manufacturing expertise.
As bookings continue to flood in, Mahindra is ready to meet the demand and continue its legacy of delivering exceptional vehicles that redefine their categories. The future of the Thar Roxx, much like its off-road capabilities, seems boundless.
