Mahindra has set a booking record with the new Thar Roxx launched on Independence Day. It registered 1,76,218 bookings within an hour of the order books opening at 11 am today. That is, an average of 2,937 units were booked every minute. This figure surpasses the previous record set by Scorpio N, which was booked by 1 lakh customers within 30 minutes. Apart from online bookings, these numbers are also due to pre-orders already placed at dealerships before bookings officially opened today.
Deliveries will begin from Dussehra. Expect a long waiting period, as the company has revealed that its combined production capacity for both the Thar 3-door and the Roxx is only 9,500 to 10,000 units per month. Buyers will be informed of the respective waiting period depending on the variant chosen. Mahindra has also informed buyers of the Thar Roxx 4X4 variant, especially those opting for the darker Mocha Brown interior shade, that they will have to wait at least till the end of January 2025 to receive their vehicle.
Mahindra has adopted clever marketing strategies, such as separate launches for the RWD and 4X4 variants, as well as introducing the darker shade for the 4X4 variant just a day before the order books opened. Additionally, it created a buffer between the price announcement and the start of bookings, which falls on the first day of Shubh Navratri.
Mahindra has priced the Thar Roxx between ₹ 13 lakh and ₹ 22.49 lakh (ex-showroom).
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