Rise for Good

Take Your First Step Towards All-New Thar

Have you always dreamt of owning one an iconic vehicle? Look no further – here’s a chance to fulfil your dream and become the proud owner of the ‘All-New Thar’, Mahindra’s ‘go-anywhere’ SUV.

Mahindra’s authentic SUV legacy has guarded the nation’s freedom by serving the armed forces since 1950. Thar has always evoked a spirit of adventure and has in a short span became a lifestyle icon. The iconic SUV has shaped the success of M&M Ltd. and is now on the forefront of the brand’s transformation as well.

The all-new Thar, a long-awaited SUV among Indian car enthusiasts, is a dynamic expression of fun, freedom and independence. Rooted in Mahindra’s rich automotive legacy, the all-new Thar upholds the Mahindra DNA in its purest form.

Play to Win

The very first all-new Mahindra Thar will find its new owner through a one-of-a-kind auction. The bidding will be held from September 24 to 27, 2020 to raise funds to support charities engaged in Covid-19 related relief work.

“The first all-new Thar will be auctioned off to the highest bidder, and Mahindra will donate an equal amount to the charity of the winner’s choice from three options,” stated Mr. Rajesh Jejurikar, Executive Director, Auto & Farm Sectors, M&M Ltd.

The proceeds will benefit one of three charities:

  • Naandi Foundation, working to create sustainable livelihoods in food and agriculture sectors through upskilling
  • Swades Foundation, that is building rural life and livelihoods as part of its COVID-19 relief and recovery programme
  • PM Cares Fund

The winner will be the proud owner of a custom Thar that will not only be emblazoned with the number ‘1’ on a decorative plate on the dashboard and on the leatherette seats, it will also flaunt the winner’s initials. The winning bidder will also have five variants and six colour options to choose from.

How to Register

The online auction is being conducted by Mahindra First Choice Wheels and hosted on the carandbike.com auction engine. Bidding will be conducted by Ernst & Young. “As we approach the start of booking for the second-generation Thar on October 2, 2020, we expect a lot of interest and excitement,” said Mr Jejurikar. “The All-New Thar is a coveted piece.”

So it is. Go online and register for this once-in-a-lifetime opportunity to take home the all-new Thar – a modern take on a glorious automotive icon.

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