Why Thar Roxx is Failing in the Market
The Mahindra Thar is one of the most loved off-road SUVs in India. The old Thar became an icon because of its rugged design, strong performance, and off-road ability. But the latest version called Thar Roxx is not getting the same success. People are not buying it in big numbers, and the sales are going down. Let us understand the reasons why Thar Roxx is failing.
1. Old Design, Just 5-Door
The biggest problem is the design. Thar Roxx looks almost the same as the old Thar. The only big change is that it now comes with five doors instead of two.
Many buyers expected a fresh design, something new and modern, but Mahindra only stretched the body and added more doors. Because of this, customers feel it is not worth spending so much money for the same old look.
2. Price is Too High
The second problem is the price tag. Thar Roxx is priced very high compared to what it offers.
Buyers feel that for the same price, they can buy bigger and more feature-loaded SUVs.
Value-for-money is missing, which is a very important factor in the Indian market.
Middle-class families who once dreamed of owning a Thar are now stepping back because of the cost.
3. Families Are Choosing Other SUVs
Thar Roxx is not working as a family car.
Families want comfort, boot space, and smooth ride.
For the same money, people are choosing cars like XUV700, Tata Harrier, Toyota Innova, Hyundai Creta, and others.
These SUVs give more space, better features, and family comfort.
4. Youngsters Still Prefer 2-Door Thar
The old 2-door Thar has a separate fan base. Youngsters buy it for off-roading, style, and fun driving.
They don’t want the big 5-door Thar Roxx because it looks less stylish.
The 2-door version is more compact and sporty.
Off-road lovers say the original Thar is better for adventure.
5. Second-Hand Market is Strong
Another reason is the second-hand Thar market.
Many people are buying used old Thar models because they are cheaper.
The old Thar still looks attractive and performs well for off-road lovers.
This reduces the demand for the new Roxx version.
6. Negative Talk in the Market
There is also a lot of negative feedback about Thar Roxx.
People say the design is copied.
The engine is not very smooth.
Service cost is high.
Service quality from Mahindra is not always good.
7. Competition from Jimny
The Maruti Suzuki Jimny is now trending.
It is also a small off-road SUV.
It has good brand value and comes with Maruti’s strong service network.
Jimny is seen as a fresh option in the market compared to the Thar Roxx.
MY OPINION
Thar Roxx is failing because it does not offer anything new or special compared to the old Thar. The high price, old design, lack of family comfort, strong second-hand market, negative talk, and rising competition have all affected its sales.
Mahindra will have to think carefully about future updates if they want to bring back the same craze that the old Thar once enjoyed.
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