Mahindra & Mahindra, India’s leading SUV manufacturer, has garnered significant attention with its Thar, a rugged off-roader often compared to iconic vehicles like the Jeep Wrangler and Land Rover Defender. The Thar, particularly its second-generation model launched in 2020, has become a cultural and commercial success in India, blending retro styling with modern features. With the recent launch of the Mahindra Thar Roxx, a five-door variant, speculation has grown about whether Mahindra plans to bring the Thar—specifically a potential “Thar 2.0” variant with its 2.0-litre turbo-petrol engine—to international markets like Australia. This article explores the likelihood of a Thar 2.0 launch in Australia, delving into Mahindra’s export strategy, the vehicle’s specifications, past legal challenges, market dynamics, and consumer sentiment.
The Mahindra Thar: A Brief Overview
The Mahindra Thar is a compact, body-on-frame SUV designed for off-road enthusiasts. Its second-generation model, launched in 2020, marked a significant upgrade over its predecessor, offering improved styling, technology, and performance. The Thar is available with three engine options in India:
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2.0-litre mStallion turbo-petrol: Producing 150 bhp and 320 Nm of torque, this engine is paired with a six-speed manual or automatic transmission.
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2.2-litre mHawk diesel: Delivering up to 130 bhp and 300 Nm, also available with manual or automatic gearboxes.
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1.5-litre diesel: A less powerful option for entry-level variants, primarily for rear-wheel-drive configurations.
The Thar Roxx, launched in August 2024, is a five-door version that enhances practicality with a longer wheelbase, additional seating, and premium features like a 10.25-inch touchscreen, Level 2 ADAS, and a panoramic sunroof. The “Thar 2.0” in this context likely refers to the 2.0-litre turbo-petrol variant, which offers a balance of power and refinement suitable for markets like Australia, where petrol-powered SUVs are popular.
Mahindra’s Export Strategy and the Australian Market
Mahindra has a history of exporting vehicles to markets like South Africa, Nepal, and Sri Lanka, but its presence in Australia has been limited. The company currently offers models like the Scorpio and XUV700 in Australia, targeting budget-conscious buyers seeking rugged SUVs. However, the Thar has not been officially launched in Australia, and recent statements from Mahindra’s leadership suggest that exports, particularly for the Thar Roxx, are not an immediate priority.
In August 2024, Rajesh Jejurikar, CEO of Mahindra’s Auto and Farm Sectors, stated that the company is focusing on the domestic Indian market for the Thar Roxx, with no immediate plans for exports. This focus is driven by strong demand in India, where the Thar Roxx has a waiting period stretching to 2026 due to its popularity. Mahindra aims to capture the mid-size SUV segment (priced above ₹12.5 lakh) in India within the next three to five years, indicating a strategic emphasis on domestic growth.
Australia, however, presents a compelling opportunity for the Thar. The country has a strong off-road culture, with vehicles like the Jeep Wrangler, Toyota Land Cruiser, and Ford Bronco enjoying popularity among enthusiasts. The Thar’s rugged design, off-road capabilities, and competitive pricing (starting at ₹12.99 lakh or approximately AUD 23,000 for the Roxx in India) could make it a strong contender in Australia’s SUV market. Yet, several factors, including past legal challenges and market-specific requirements, complicate a potential launch.
Legal Challenges: The Jeep Wrangler Controversy
One significant barrier to the Thar’s entry into Australia is a legal dispute with Jeep, a brand under Stellantis. The Thar’s design, inspired by the Willys Jeep and sharing visual similarities with the Jeep Wrangler, has been a point of contention. In 2021, Jeep appealed to an Australian court to block the Thar’s launch, citing design infringement. Mahindra responded by stating it had no immediate plans to launch the Thar in Australia, effectively sidestepping the issue at the time. This legal challenge highlights the complexities of introducing the Thar in markets where Jeep holds significant brand equity.
The Thar’s design, described as a “brazen derivative” of the Jeep Wrangler, treads an “ethical gray area” due to its shared ancestry with the Willys Jeep, which Mahindra has historically licensed for its CJ-3B models. While Mahindra has made efforts to differentiate the Thar with unique styling elements like C-shaped LED DRLs and a revised grille in the Roxx, the resemblance to the Wrangler remains a potential hurdle. Any attempt to launch a Thar 2.0 in Australia would likely require Mahindra to address these intellectual property concerns, possibly through design modifications or legal agreements.
Technical Specifications and Market Fit
Assuming Mahindra overcomes legal barriers, the Thar 2.0’s specifications make it a viable candidate for Australia. The 2.0-litre mStallion turbo-petrol engine, producing 150 bhp and 320 Nm, is well-suited for Australia’s diverse driving conditions, from urban highways to outback trails. The engine’s performance is comparable to entry-level variants of competitors like the Jeep Wrangler, which offers a 2.0-litre turbo-petrol with 270 hp in Australia. The Thar’s six-speed manual or automatic transmission options provide flexibility, while its four-wheel-drive system, complete with a low-range transfer case, ensures off-road prowess.
The Thar Roxx, which could serve as the basis for a Thar 2.0 export model, introduces additional features that align with Australian consumer preferences:
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Safety: Six airbags, electronic stability control (ESC), and Level 2 ADAS (including automatic emergency braking and lane keep assist) meet global safety standards. The Roxx has also earned a 5-star Bharat NCAP rating.
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Technology: A 10.25-inch touchscreen with wireless Apple CarPlay/Android Auto, a digital instrument cluster, and AdrenoX connected car tech enhance its appeal.
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Comfort: Features like ventilated seats, dual-zone climate control, and a panoramic sunroof cater to buyers seeking a blend of ruggedness and refinement.
However, Australia’s stringent emissions and safety regulations could require Mahindra to adapt the Thar 2.0. For instance, the 2.0-litre engine may need recalibration to meet Australia’s Euro 6 emissions standards, and additional safety features might be necessary to comply with Australian Design Rules (ADRs). These adaptations could increase costs, potentially affecting the Thar’s price competitiveness.
Market Dynamics and Consumer Sentiment
Australia’s SUV market is highly competitive, with established players like Toyota, Ford, and Jeep dominating the off-road segment. The Jeep Wrangler, priced between AUD 70,000 and 90,000, is a premium offering, while the Toyota Land Cruiser 70 Series starts around AUD 80,000. The Thar 2.0, if priced around AUD 30,000–40,000 (accounting for import duties and modifications), could target budget-conscious off-roaders and compete with models like the Suzuki Jimny (AUD 34,000–40,000).
Consumer sentiment, as reflected on platforms like X, shows mixed perspectives. Some Australian off-road enthusiasts express interest in the Thar due to its affordability and rugged appeal, but others are skeptical, citing Mahindra’s limited brand presence and service network in Australia. Mahindra’s current Australian lineup, including the Scorpio and XUV700, has received positive feedback for value but faces challenges with brand recognition compared to established competitors.
Mahindra’s Plans for 2025 and Beyond
Looking ahead, Mahindra’s 2025 lineup focuses heavily on electric vehicles (EVs) and facelifts for existing models. The company plans to launch the XEV 4e, XEV 7e, and a Thar 3-door facelift in India, alongside a Scorpio N pickup. The Thar facelift, expected in 2025, will likely incorporate styling cues from the Roxx, such as a revised grille and LED DRLs, and could serve as a template for a Thar 2.0 export model. However, Mahindra’s emphasis on EVs like the XEV 9e and BE 6 suggests that its export strategy may prioritize electric SUVs over internal combustion engine (ICE) models like the Thar 2.0.
Mahindra’s production capacity is another consideration. The company plans to increase output to 85,000 units per month by FY26, with a new passenger vehicle plant slated for FY28. This expansion could support exports, but the current focus on meeting domestic demand for the Thar Roxx limits immediate export potential.
The Verdict
The prospect of Mahindra bringing a Thar 2.0 to Australia is intriguing but uncertain. While the Thar’s 2.0-litre turbo-petrol variant offers a compelling mix of performance, features, and affordability, several challenges stand in the way. Legal disputes with Jeep, stringent Australian regulations, and Mahindra’s focus on the Indian market reduce the likelihood of an imminent launch. However, if Mahindra resolves these issues and adapts the Thar 2.0 to meet Australian standards, it could carve a niche in the competitive SUV market, appealing to budget-conscious off-roaders. For now, Australian enthusiasts may need to wait longer or explore Mahindra’s existing models like the Scorpio. As Mahindra continues to expand globally, the Thar 2.0 could eventually make its way Down Under, bringing its rugged charm to Australia’s outback trails.