Here’s a write-up on the 2025 Mahindra Thar (with the version launched at ₹ 9.99 lakh) — its positioning, features, strengths, and limitations.
In 2025, Mahindra expanded the Thar’s appeal by introducing a more accessible variant, priced from ₹ 9.99 lakh (ex-showroom). This move was intended to open up the iconic off-road SUV to a wider segment of buyers, especially those who had admired the Thar’s rugged persona but found its premium trims out of reach.
Positioning & Strategy
Mahindra’s announcement frames this new entry variant as a way to “make the Thar accessible to a wider range of thrill-seekers.” Over recent years, the Thar — especially in its higher trims — has become a lifestyle statement, with features and price tags leaning toward premium SUV territory. By adding a lower starting point, Mahindra seems to be balancing aspirational appeal and mass accessibility.
It’s worth noting that this isn’t the first time the Thar name has been used for a more budget variant: previously, a 2WD (rear-wheel drive) Thar RWD version had been introduced at ₹ 9.99 lakh in earlier model years. However, that version was limited in terms of drivetrain, features, and target market. The 2025 variant may or may not retain all of the compromises of earlier entry models.
Pricing at ₹ 9.99 lakh places the Thar in a highly competitive niche — among rugged SUVs and lifestyle off-roaders — and gives Mahindra a greater chance to convert aspirational SUV buyers. That said, many of the spec sheets and variant details are yet to become fully official in the public domain.
What You Can Expect (Likely Spec & Features)
Because this is a base/entry variant, here’s a realistic estimation of what would be included, and what would be pared down, based on precedent and Mahindra’s strategy:
Drivetrain & Chassis
- Likely rear-wheel drive (2WD) rather than full-time 4×4, to keep cost, weight, and complexity down. (Earlier Thar RWD models followed this logic.)
- Manual transmission is more probable than automatic in this price bracket to avoid inflating the cost.
- The ladder frame / robust chassis setup of the Thar is probably retained, since its off-road credibility depends on it.
Exterior & Design
- The rugged, muscular stance, high ground clearance, and boxy off-road cues are likely to persist (to maintain the Thar identity).
- Some premium aesthetic flourishes (dual-tone roof, chrome accents, fancy alloy wheels) may be trimmed or offered as optional extras.
- Basic lighting — LED DRLs or halogen lamps — depending on cost containment.
Interior & Comfort
- A functional cabin with necessary comforts: basic infotainment (likely a touchscreen), air conditioning, and power windows.
- Fewer premium bits like ventilated seats, panoramic sunroof, or ambient lighting may be absent or limited.
- Safety essentials (seatbelts, airbags) would be expected (though how many airbags, etc., may vary).
Features & Equipment
- Reduced or no frills on features like ADAS, premium audio, leather upholstery, and luxury trim options.
- Focus on core appeal: ruggedness, easy maintenance, reliability.
The idea is to give buyers the Thar “essence” while leaving out the luxury trappings that push up cost.
Strengths & Attractive Points
- Brand and Heritage
The Thar name carries a strong off-roader pedigree in India. For many buyers, owning a Thar is partly about identity and adventure, not just utility. - Affordability / Lower Entry Barrier
The ₹ 9.99 lakh tag can make the Thar more attainable for a new segment of buyers — those who might otherwise settle for lesser SUVs. - Aftermarket & Accessory Ecosystem
Because the Thar is already a favorite among modifiers and off-roaders, even a base model can be upgraded over time with off-road accessories, enhancing its appeal further. - Resale / Enthusiast Value
Thars tend to hold value well among niche markets, especially when well-maintained. Even a base model would benefit from that halo. - Simpler Maintenance
A more basic variant would likely have fewer electronics and complexities, which translates into lower maintenance costs and easier servicing.
Possible Limitations & Trade-Offs
- Drivetrain Limitations
A 2WD version will limit the Thar’s full off-road potential. Serious off-roading with mud, rock crawling, and deep water—these will expose the compromises. - Feature Gaps
In cutting costs, Mahindra might omit many creature comforts and advanced features found in higher variants. For buyers used to premium SUVs, this will feel basic. - Perception Risk
Some buyers may perceive this stripped-down version as “less authentic” or “not a real Thar.” There’s always a tension between making a vehicle mass-accessible and preserving its aspirational appeal. - Margin Pressure
Mahindra has to keep costs controlled; if buyers aggressively compare features to price, margins may come under strain. - Unclear Differentiation
In the crowded SUV market, even rugged SUVs (with 4×4) are offered by other brands. A base Thar needs enough differentiation to avoid being compared unfavorably.
2025 Mahindra Thar Ex-Showroom Prices
Market Implication & Outlook
With this launch, Mahindra is signaling that it sees growth potential in customers who are more price-sensitive but still desire off-road styling and brand value. If this ₹ 9.99 lakh variant succeeds, it may further blur the boundary between hardcore off-roaders and lifestyle SUVs in India.
It may also put pressure on competitors to offer rugged SUVs with lower base pricing or simpler trims. Over time, one could also expect Mahindra to introduce mid-tier variants bridging the gap between the barebones and the fully loaded Thars.
However, success hinges heavily on execution: whether Mahindra can carefully balance cost cuts with ensuring reliability, durability, and enough user experience so buyers still feel they are getting “a Thar.”