Wholesaling now encompasses the new and highly anticipated Thar Roxx. This model boosts the sales of Mahindra’s SUVs, which now come in 5-door variants. According to its internal figures, Mahindra has clearly stated that Thar Roxx accounts for 45% of all Thar units sold in FY2025, surpassing 38,000 units in the first semester alone, which marks a new milestone in sales, alongside achieving a monthly average of 6,400 units sold.
New Integrations and Accumulated Lead Time
The company met the production goals set in February 2025 and received them during the first quarter of 2025. Three months later, Mahindra had produced 9k units of both The Thar and Thar Roxx, with anticipations of completing assembly by the end of every month. Purchasers of the non-frontier variants MX1 and AX7L dual variant also stand to benefit from reduced wait periods, which are capped at six months.
Optimised Features Specific for AX7L
Adding premium features like Dolby Atmos surround sound and Gaana integration has also made the Thar Roxx AX7L more appealing. These boosts further shift the focus of the AX7L away from being just a sporty SUV capable of off-roading to a more lifestyle-immersive SUV that also features advanced infotainment systems.
Market Implications
The success of the Thar Roxx has not only increased the total sales of the Thar brand—helping it cross the 2.5 lakh unit mark in India—but has also aided in Mahindra’s sales growth in the SUV sector, with Thar and Roxx accounting for 15% of the company’s sales in the previous 54 months. The introduction of the Roxx has accelerated Thar’s sales surge, reaching a 74% year-over-year growth in sales as of April 2025.
Final Remarks
With features added, production plans finalised, and supply chains enhanced, Mahindra is well-positioned to sustain the surge in Thar Roxx sales in the crowded SUV market. The reduced wait time and improved infotainment should enhance the attractiveness of the Roxx to Indian customers looking to buy SUVs.
Mahindra Thar Roxx and its AX7L variant:
| Feature | Mahindra Thar Roxx (2025) |
|---|---|
| Body Style | 5-door SUV |
| Production Status | Ramped up (9,000+ units/month Thar+Roxx) |
| Sales Share (FY2025) | 45% of all Thar sales |
| Monthly Sales (Avg.) | 6,431 units |
| Total Units Sold (6 months) | 38,590 units |
| Waiting Period | Up to 6 months (varies by variant) |
| Quickest Delivery | Mid-spec Roxx & Thar RWD (as low as 2 months) |
| Key New Features (AX7L) | Dolby Atmos sound, Gaana streaming app |
| Infotainment | Enhanced for AX7L |
| Market Milestone | Thar crosses 2.5 lakh units in India |
| Sales Growth (April 2025) | 74% YoY increase for Thar brand |
| Target Audience | Lifestyle SUV buyers, tech-savvy users |
Read: MG Astor has Introduced a New Mid-Size SUV Benchmarking Features and Price.
