Three door Mahindra Thar: Mahindra & Mahindra has gone in market strongly with the launch of a competitively priced three-door Thar version, making the legendary off-roader more accessible to a much wider consumer base.
This is a strategic pricing by Mahindra and showcases the Mahindra’s resolve to make the legendary Thar more accessible to the consumers who have always desired for an authentic SUV offering the all-rounder performance, superior safety, everyday comfort, off-road capability and more.
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Three door Mahindra Thar: Dramatic Price Repositioning
“At Volkswagen, it’s our constant endeavor to enhance the accessibility of our popular carlines to the people and make them available at competitive price points,” said P. Krishna Kumar, director, marketing & PR, Volkswagen India.
This revised price point will position the Thar more competitively against premium hatchbacks as well as most entry-level, mainstream compact SUVs in the market, as opposed to limiting itself to lifestyle vehicle buyers only.
Analysts say there are a number of factors enabling this cut-throat pricing. Higher production volumes at Mahindra’s Nashik plant means greater economies of scale, and there’s the case of the manufacturer’s increasing component localization initiative which means lesser dependence on imported components exposed to foreign currency shocks.
In addition, Mahindra has re-positioned equipment n these packages to make the entry-point level versions more accessible without impacting the base capabilities of the vehicle.
The discounted pricing strategy is offering value-added features and benefits in the form of insurance related benefits, exchange bonus and attractive finance rates to reduce the effective cost of ownership in THE FINAL LAP campaign offers.
Such offers are especially aimed at first-time Thar buyers for whom this vehicle would have seemed unaffordable earlier.
Repurposed Variant Configurations
To achieve the more accessible price positioning, though, Mahindra has added a new entry-level variant which does away with some convenience features, but still retains the Thar’s basic mechanicals.
It’s a well-specked entry variant, that still sticks to the strong underlying chassis, 4×4 mechanical locking diff system and powertrain options, which are the essence of the Thar.
The various equipment levels for the Gladiator are largely a matter of convenience rather than ability; the base version does have cloth manually adjustable seats, vinyl flooring rather than carpet, and a bit more basic infotainment.
Standard still are the removable roof panels retaining the open-air experience that Thar fans cherish.
Mid-level trims serve as a nice mix of cost and increased opulence with nicer interior materials, a 7-inch touchscreen infotainment system, and climate control.
The upper trim levels retain their generous equipment set for those who place comfort on par with capability.
Powertrain Continuity
The biggest thing is the available powertrain choices are consistent throughout this more affordable lineup.
The 2.0-litre mStallion turbocharged petrol retains its 150 horsepower and 320 Nm, and the 2.2-liter mHawk diesel retains its 130 horsepower and 300 Nm - numbers that ensure that the Thar keeps its on-road handling and off-road prowess irrespective of variant.
You can still choose between a six-speed manual or six-speed torque converter automatic which work in conjunction with Mahindra’s shift on the fly four-wheel-drive system that houses a proper low range transfer case.
This mechanical uniformity means that even the least expensive Thar model is capable of providing a real off-road experience, and not just an off-road look.
Target Demographic Expansion
Repositioning It is this repositioning that is to widen the Thar’s appeal beyond purists who also use it off-road, while also attracting lifestyle buyers, to include utility seeking family buyers who want a car that is different from anything else in the market in the shape of a utility vehicle.
Just as the five-door is an ideal family car, so is the three-door perfect for young couples, singles, small families and city dwellers who like to get out and about.
According to Mahindra, the pricing focus is the result of intense market research which shows that there’s a large “aspirational audience” for the Thar who love its go-anywhere image but had, till recently, found it to be out of their reach, according to Mahindra’s top brass.
With the low entry barrier Mahindra is looking to convert this latent interest into sales volume.
Market PositionHorizontal position in the market
With the reworked pricing, the affordable Thar now directly rivals the top-spec variants of sub-4 (meter)-meter (compact) SUVs such as the Hyundai Venue, the Kia Sonet as well as Mahindra’s XUV300.
Although these mass market options are more practical on a daily basis, the Thar has unique looks, off-road capabilities and a cool factor that rivals like crossovers simply can’t match.
This positioning offers an interesting value proposition for customers who must balance practical transportation with play potential and cool-factor.
It is now a legitimate alternative for people who would have otherwise gone for a premium hatchback or compact SUV but want something with a bit more character and off road abilities.
Production Capacity Expansion
To cater to the expected spike in demand, Mahindra has announced the increase of production capacity for the Thar at its Nashik plant.
With the increase in manufacturing efficiencies and streamlined procedures, monthly production capacity has been dramatically ramped up, reducing and eventual eliminating the prolonged wait that irked potential buyers after the … car’s debut.
This productivity surge should mean that the lower pricing won’t lead to a depletion of supply that would in turn reduce the initiative’s market effect.
Three door Mahindra Thar
By pricing the 3 door Thar so well, Mahindra shows an intelligent level of understanding regarding the changing dynamics of the Indian car market.
It continues with an acceptance that if we are going to have more market penetration with an iconic vehicle like this, if we are not going to have an enthusiast story in every single vehicle sold, we need to make entry for the normal people a lot more affordable.
For people who have been admiring the legendary Thar for years, but never owned one just because the pricing was all too elite, here’s a chance to live a modern take on the iconic Jeep CJ at mass market price points.
Practicality compromises still come as part and parcel with the three-door body style, but the significant improvement in value makes these limitations easier to swallow for buyers whose priority is character and capability versus outright practicality.
As other automotive makers react to Mahindra’s aggressive positioning of what has become a very hot vehicle category, we can likely expect a more competitive off-road capable SUV segment in the future.
