Recently Mahindra & Mahindra (M&M) witnessed a double celebration as the company celebrated its 75th anniversary and chose this day to introduce its iconic brand, the new Thar. “Over the years, the Thar has been a part of Mahindra’s rich history and has found its way into the hearts of many as an object of desire. On the occasion of the group’s 75th anniversary, we have written another chapter in its glorious history. In its all-new avatar, the Thar is a notch higher in its timeless appeal, owing to its ability to be as comfortable on paved roads, as it has always been off-road. We are confident that the Thar tribe will grow stronger as a new set of customers comes into its fore, in addition to the traditionalists,” said Pawan Goenka, MD & CEO, at the time of launch. He also unveiled ‘Timeless Mahindra’ – a coffee table book that illustrates the journey of the Thar brand. The Thar is available in two trims, namely AX and LX, with prices starting at Rs9.80 lakh for the AX series and Rs12.49 lakh for the LX series. Designed and engineered in India and manufactured in Mahindra’s Nashik plant, the new Thar will be available in six colours. A first for Thar (and Mahindra), it is powered by the 2-litre mStallion TGDi petrol engine, and by the 2.2-litre mHawk Diesel engine. These engines are offered with a choice of six-speed manual transmission or six-speed torque converter automatic transmission, with an authentic 4x4 manual shift transfer case with a low ratio. Looking at current buying trends, the Thar offers comfort and convenience in all driving conditions, be they off-road, on the highway or in the city. It is also loaded with a variety of the latest technology features. Mahindra has ensured that the interior design has been made as ergonomic as possible for all passengers, not just the driver. The Thar has been tested extensively in some of the harshest terrains in India and across the world. To promote the Thar brand further, the company introduced a range of accessories and merchandise which are available at Mahindra’s authorised showrooms and Mahindra’s e-store.
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The Thar in its modern avatar
