Mahindra’s Auto Sector officially launched the eagerly awaited ‘Thar’ SUV on Founders Day, October 2, 2020, and the iconic model is already making waves just a few short days since it burst on to the scene.

A Record Shattering Auction for Thar #1

Mahindra auctioned off the very first Thar to be produced by the company to raise money that would help in the fight against Covid-19. The auction began with a reserve price of Rs. 25 lakhs. With over 5,400 people registering, bidding crossed Rs. 80 lakhs on the very day that the auction behan. Amidst high drama and last-minute bidding wars, New Delhi’s Aakash Minda snapped up the Thar #1, with a winning bid of a whopping Rs. 1.1 crores!! M&M matched the winning bid, and the entire proceeds of Rs. 2.2 crores will be handed over to the Swades Foundation for Covid-19 relief work.

‘Thar’ She Goes!

Mahindra is leaving no stone unturned to ensure that the Thar would have wider appeal across the automotive market. Prior to the launch, we flagged off the first-ever edition of the Thar ‘Her Drive’ in Mumbai, to show women that off-roading can be easy, comfortable and enjoyable. We invited 25 successful women from various fields to drive the new generation SUV from Mumbai to the Mahindra Off-Road Academy at Igatpuri. There, the women had a chance to experience the remarkable off-roading capabilities of this iconic SUV under expert supervision on a pre-set course.

Priced to Impress

Available in two variants, the AX series will retail from Rs 9.8 lakh pan-India, while the LX series will begin at Rs. 12.49 lakh. “We believe our attractive pricing will appeal to adventure lovers as also to urban lifestyle seekers,” explained Mr Rajesh Jejurikar, Executive Director, Auto & Farm Sectors, Mahindra Ltd.

The Thar embodies the value of Exploring the Impossible. Designed and engineered in India to ensure a wider appeal thanks to its ability to be as comfortable on paved roads, as off-road, the All-New Thar comes with a variety of upgrades to both the interiors and exterior.

Anticipation had been building up among auto enthusiasts, and the unveiling caused the All-New Thar to trend at #3 nationwide on Google Trends. Bookings opened on Founders’ Day, and the response has been phenomenal. In just four days since its launch, there have been 3.3 lakh visitors to the Thar website, 36,000 enquiries and over 9,000 bookings, making the All-New Thar the only SUV in the 4x4 lifestyle category to touch this milestone within such a short timespan.