Mahindra Thar Roxx dominates SUV sales in Q1 FY2026 with 20,726 units sold, capturing 68% of Thar brand sales.
Between April and June 2025, Mahindra dispatched a staggering 20,726 units of the Thar Roxx, nearly doubling the sales of the original Thar (9,908 units). The Mahindra Thar Roxx now commands 68% of total Thar brand sales, reflecting a decisive consumer shift toward larger, more practical off-road vehicles.
Introduced in August 2024, the Thar Roxx boasts a five-door configuration that appeals to families and daily commuters, making it more versatile than the three-door variant. Since its launch, Mahindra has sold over 59,000 units, underscoring its rising popularity.
Also Read: Mahindra Thar Roxx Gets New Features and Higher Production for 2025
Production Strategy
In February 2025, Mahindra strategically allocated 70% of Thar production to the Roxx, predicting the shift in consumer preference. This move paid off, as Q1 FY2026 saw a 43% drop in original Thar sales, clearly indicating that the Roxx is now the brand’s flagship off-roader.
The combined Thar/Thar Roxx lineup registered 30,634 units sold in Q1 FY2026, earning it Mahindra’s second-best-selling SUV spot. Its performance trails only behind the Scorpio range and outpaces popular models like the Bolero, XUV3XO, and XUV700.
Also Read: Mahindra Thar Roxx SUV: Price Hike on Select Diesel Variants
Market Share Impact: A 6% Jump YoY
The Thar duo contributed 20% of Mahindra’s total SUV sales (1,52,057 units) in Q1 FY2026—an impressive rise from 14% in Q1 FY2025. The Roxx’s strong entry has helped Mahindra expand its overall SUV footprint, even as it launches new electric SUVs like the BE 6 and XEV 9e.
Also Read: Mahindra Thar Roxx Achieves 5-Star Safety Milestone in Bharat NCAP Crash Tests
