The sports utility vehicle market in India is a fast-moving and popular segment of the Indian automobile market. Though many people consider this market segment as part of the SUV segment of the Indian market, these cars are slightly different than the average SUVs. These are the original “Jeep” style SUVs that are not just suitable for city roads and highways but are also suitable for rugged terrains. Mahindra and Mahindra on 2nd October launched its new generation sports utility vehicle or SUV called Thar into the market.
- Price and Models of Mahindra Thar
Mahindra Thar is a popular automobile in India and its new-generation models are excitedly welcomed into the market. The Mahindra Thar is available in two series that represent two separate market segments in terms of price. The Mahindra Thar’s ex-showroom price is Rs 9.8 lakhs starting for the AX series and the price range extends up to 12.95 lakhs for the LX series. The LX series is an expensive and lifestyle focus series whereas the AX series of Mahindra Thars new generation models is the more affordable option.
- Availability in India
Mahindra and Mahindra are a leading automobile company in India and have a pan India reach. This means that Mahindra and Mahindra plans to launch the new generation Mahindra Thar all across India. Initially, the test rides begin in 19 cities across India which will then extend to 100 more cities by 10th October. By the middle of the month, around October 15th test drives for the new Mahindra Thar will be available across India. The Mahindra Thar is a new generation SUV and is likely to be as popular as the new generation XUV and Scorpio also introduced by Mahindra. Deliveries for the new Mahindra Thar will begin on November 1st 2020.
- Strategy Behind the New Mahindra Thar
The SUV segment of the Indian market is getting saturated because of a large number of SUVs that have entered the Indian market which are soft-roaders that are primarily meant for urban use. There are many Indian, Korean, Chinese, Japanese and other international brands in the urban use SUV segment of the automobile market in India. Mahindra and Mahindra have shifted their focus on this segment and now are primarily focusing on the rugged “Jeep” style segment of the Indian automobile market. This means that these cars will be not just suitable for urban use but also rugged terrains in India.
- Clever Strategy By the Mahindra Group
As mentioned above, Mahindra has renewed its focus on a targeted section of the SUV market. This strategy has been adopted because the larger SUV market share is difficult for Mahindra to capture as it lacks a competitive advantage in the larger SUV market in India. The strategy is to not blindly chase the market share in the SUV segment but to focus on a subcategory of the segment where Mahindra has a competitive advantage and where it is likely to do well.
Mahindra Groups’ launch of the new generation Thar is based on the popularity of its earlier models in this segment and is likely to be a successful launch in the Indian Market.