Thar Roxx Effect: Brand Mahindra Thar Blasts Past 4 Lakh Sales
Written By: Shatrughan Jha
Published: August 16, 2026
Updated: August 16, 2026
Mahindra’s Thar family has crossed 4 lakh cumulative wholesales, but the more revealing number is how quickly the five-door Thar Roxx has changed the shape of the brand.
Sales Figures
- Total Cumulative Wholesales: 4,07,394 units
- Three-Door Thar: 2,67,731 units
- Five-Door Thar Roxx: 1,39,663 units (in only 22 months)
That means Thar Roxx, despite arriving almost four years after the current-generation three-door Thar, already represents roughly 34 per cent of all Thar sales. More importantly, the sales mix is shifting towards it. In Q1 FY2027, the Roxx accounted for 61 per cent of Thar-family volumes.
Rapid Growth and Impact
- Crossing 3 Lakh: Mahindra crossed 3 lakh wholesales around September 2025.
- Adding 1 Lakh: They added another 1 lakh units in just ten more months.
- Demise of Original Thar?: Interestingly, the Thar Roxx has not made the original Thar irrelevant; both products have distinct roles. The three-door remains focused on off-road capabilities, while the Roxx offers family-oriented features and practicality.
Market Positioning
Between January and July 2026, Mahindra sold 42,473 Thar and Thar Roxx units, contributing around 18 per cent of their SUV wholesales. Only the Scorpio family did more, with 60,599 units and a 26 per cent share. This puts Thar ahead of Bolero, XUV 7XO, and XUV 3XO in Mahindra’s current sales mix.
Mahindra is on track to challenge 7 lakh SUV sales in a calendar year for the first time, with a strong 19 per cent year-on-year growth in the first seven months of 2026, driven by both Thar and Roxx.