Mahindra & Mahindra Ltd, a part of the USD 19.4 billion Mahindra Group, today launched the All-New Thar, the most eagerly awaited, legendary SUV, on the very day that the Mahindra Group celebrates its 75th anniversary. In its all-new avatar the Thar will be available in two trims, namely AX & LX, with prices starting at ₹ 9.80 Lakh for AX series and ₹ 12.49 Lakh for LX series (Ex-showroom Price, All India).*
Within the All-New Thar’s classic silhouette lies its contemporary styling, a quantum leap in terms of performance, everyday comfort & convenience, technology and safety. It will not only attract die-hard Thar enthusiasts, but also appeal to all those who have always dreamt of owning an iconic vehicle, with all the bells and whistles of a contemporary SUV.
Speaking at the launch of the All-New Thar, Dr. Pawan Goenka, MD & CEO, Mahindra & Mahindra Ltd. said, “Over the years, the Thar has been a part of Mahindra’s rich history and has found its way into the hearts of many as an object of desire. On the occasion of the Group’s 75th anniversary, we have written another chapter in its glorious history. In its all new avatar, the Thar is a notch higher in its timeless appeal, owing to its ability of being as comfortable on paved roads, as it has always been off-road. We are confident that the Thar tribe will grow stronger as a new set of customers come into its fore, in addition to the traditionalists”.
On this occasion Dr. Pawan Goenka also unveiled ‘Timeless Mahindra’ – a coffee table book that illustrates the journey of this iconic brand.
According to Rajesh Jejurikar, Executive Director, Auto & Farm Sectors, M&M Ltd., “Brand Mahindra is tough, edgy, and unique and the All-New Thar is its flagship brand. It embodies the value of Exploring the Impossible with a greater level of refinement and sophistication. Since its unveil, the response has been phenomenal, clearly proving to be one of the most awaited launches this year. We believe our attractive pricing will appeal to the adventure lovers as also to the urban lifestyle seekers.”