The Mahindra Thar was introduced in 2010 as a successor to Mahindra’s legacy of rugged utility vehicles such as the MM540 and Major. Designed primarily for off-road enthusiasts, the first-generation Thar featured a ladder-frame chassis, part time four-wheel drive system, and a focus on durability over comfort. Its initial market was niche, targeting adventure seekers and rural users requiring all-terrain capability.
Consumer Demand
Over the past decade, India’s automotive market has experienced a shift in consumer preferences. Urban buyers began seeking SUVs that offered a blend of capability and convenience. Lifestyle-oriented vehicles became a key trend, prompting manufacturers to introduce models that combined rugged appeal with modern amenities. This broader demand influenced Mahindra to redesign the Thar for a more diverse audience while maintaining its off-road credentials.
Second Generation
In October 2020, Mahindra launched the second-generation Thar with significant updates to design, safety, and technology. Built on a new ladder-frame platform, the SUV introduced petrol and diesel engine options with manual and automatic transmissions, catering to a wider customer base. Features such as a touchscreen infotainment system, forward-facing rear seats, dual airbags, and ABS positioned the Thar as both an adventure vehicle and an everyday commuter option.
Safety
The second-generation Thar achieved a four-star Global NCAP safety rating, reflecting Mahindra’s focus on occupant protection. Additional features included roof-mounted speakers, a washable interior, and options for hard-top, soft-top, and convertible configurations. These updates made the Thar suitable for urban use without compromising its off-road capability, supported by a low-range gearbox and high ground clearance.
Sales Performance
Following its 2020 relaunch, the Thar witnessed strong demand, leading to waiting periods extending several months. It gained popularity among both adventure enthusiasts and city-based buyers seeking a lifestyle-oriented SUV. The vehicle also spurred the growth of aftermarket accessories and organized owner communities, reflecting its evolving role in the Indian automotive landscape.
Looking Ahead
Mahindra continues to position the Thar as a dual-purpose vehicle, combining off-road heritage with modern urban appeal. Future updates are expected to include additional technology and powertrain options, as consumer demand for versatile SUVs remains strong in the Indian market.
