Mahindra Thar 3-Door vs. ROXX 5-Door: The Spirit of Off-Roading Alive

Mahindra's Strategic Move with the Thar: Why?

Mahindra has always been a smart player in the automotive industry. A prime example of their strategic thinking is how they handled the launch and evolution of the Thar. It all started with the Thar 4x4, which hit the market amidst a lot of demand and hype. Mahindra understood that regardless of the variant-whether petrol automatic, diesel automatic, or manual- customers would buy it. And they did. The 4x4 Thar was a hit across all variants.

However, as the initial demand for the Thar 4x4 started to decline, Mahindra made a clever move by introducing the rear-wheel-drive version, complete with a smaller 1.5-litre engine. This decision boosted sales once again. When the rear-wheel-drive version launched, sales of the 4x4 dropped to about 10%. It became clear that many customers were buying the Thar not for off-roading but for its status symbol.

Mahindra continued to innovate, bringing out the Thar Roxx, a 5-door version, addressing a key issue of discomfort. Many buyers of the 3-door Thar found it impractical for daily use, particularly for families. Mahindra knew this and understood that these customers would likely upgrade to a 5-door version if it offered more comfort without compromising the Thar's status symbol.

Understanding the Strategy Behind the Thar Roxx 5 doors vs Thar 3 doors

Mahindra could have easily stretched out the Thar 4x4’s life cycle with minimal updates, but they didn’t. They knew that simply repackaging the same features wouldn’t encourage existing customers to upgrade. Instead, they designed the Thar Roxx to appeal to a broader audience, including those who aren’t traditional Thar customers. These are individuals who prioritize comfort over off-road capability but still want the rugged appeal.

Mahindra shared a lot of components between the Thar 3-door and the Thar Roxx to keep costs down. For example, the bonnets, front windshields, and many side panels are identical. However, they introduced features like a 360-degree camera and electric folding mirrors, which give the Thar Roxx a premium feel. Although there are similarities between the two vehicles, the differences in performance, tuning, and overall comfort are significant.

Both vehicles use the same 2.2-litre diesel and 2.0-litre petrol engines, but they are tuned differently. The Thar Roxx’s engine tuning is closer to the Scorpio, resulting in distinct driving dynamics and fuel efficiency compared to the 3-door Thar. The two vehicles also differ in weight, dimensions, and power delivery, which further distinguishes their on-road and off-road performance.

Thar Design and Interior Upgrades

One of the major changes in the Thar Roxx is the redesigned frame. In the 3-door Thar, the body structure ends after the front-row compartment, leaving the rear supported only by two tubes for roll-over protection. In contrast, the Thar Roxx extends the body structure further, creating a complete passenger compartment. This makes the vehicle safer and more practical for everyday use.

Inside, the Thar Roxx also sees significant upgrades. While the dashboard is mostly the same as the 3-door version, the use of soft-touch materials and a more premium color combination elevates the interior experience. Features like ventilated seats, a wireless charger, and a 65W USB-C port add a level of convenience that was missing in the older Thar. The glovebox has been enlarged, and Mahindra made clever design choices like relocating the speakers to make room for more storage.

However, not everything is perfect. While the interior feels more premium, there are still some areas where the Thar Roxx falls short, such as the cheap plastic textures in certain parts and the lack of automatic climate control, USB ports, or a push start/stop button. Yet, these compromises are in line with its off-road vehicle roots.

The Thar Roxx Driving Experience

Driving the Thar Roxx offers a blend of luxury and off-road capability. Despite its improvements, the ride remains unsettled at times, especially on rough roads. The hydraulic steering can feel stiff, and the vehicle’s NVH (noise, vibration, and harshness) levels haven’t seen significant improvement from the 3-door Thar.

However, on highways, the Thar Roxx performs much better. The improved frame and lighter weight contribute to a more stable ride, although it still retains the off-road DNA that makes the Thar such a popular choice. This balance between comfort and ruggedness is exactly what Mahindra aimed to achieve with the Thar Roxx.

A Shift in Off-Road Preferences

While the Thar 3-door remains a top choice for serious off-roaders, Mahindra understands that most customers aren’t buying the Thar strictly for its off-road prowess. Many off-road enthusiasts are now turning to alternatives like the Jimny. This shift in preference is part of the reason why Mahindra focused on making the Thar Roxx more luxurious and comfortable.
Despite its limitations in extreme off-roading compared to the 3-door version, the Thar Roxx is still a capable vehicle for most adventures. Mahindra’s decision to make the 5-door version more family-friendly without sacrificing its off-road heritage was a smart one, ensuring that the Thar remains relevant in a market where customers seek both status and comfort.

Conclusion

The Mahindra Thar Roxx is a testament to the brand's ability to evolve and adapt to changing customer preferences. While it may not be as hardcore as the 3-door Thar, it offers a more practical and luxurious option for those who want the Thar experience with added comfort. Mahindra has shown once again that they understand their customers, making the Thar Roxx a product that balances tradition with modern needs.