Mahindra launches its Off-roader, the Thar-in India

Bangalore: Mahindra & Mahindra, India’s market leader in utility vehicles today introduced its legendary 4X4 off roader the Thar CRDe, in India. The much awaited 4x4 off-roader is being launched in India and is targeted at the offroading enthusiasts, retro look seekers & people wanting to make a unique style statement. 

The Thar aims to play a significant role in shaping the lifestyle vehicle segment both in urban and rural India.  Consumers today are looking for a different lifestyle, as they seek adventure and a fun experience which the Thar will offer. With the retro look back in vogue, the Thar is all set to chart a new terrain in the Indian automobile industry.

Speaking at the launch Mr Vivek Nayer, Senior Vice President, Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, “Having realized the potential of this emerging segment of offroad enthusiasts and lifestyle seekers, we have launched the Thar in India. The Thar is an extension of our legacy and what Mahindra stands for. Popular amongst generations of off-road enthusiasts, style seekers and even war-veterans, not many vehicles share the same legendary past and iconic status of the Mahindra Thar.”

The Thar is a manual 4x4 machine coupled with a powerful CRDe engine 77 kw (105 BHP) & drive by wire technology which is capable of providing it variable speeds and acceleration. To handle this excess power, THAR CRDe’s tough rigid ladder frame chassis has been optimised to enable crisp handling. Modern suspension layout of IFS and abuse resistant rear leaf springs delivers a great balance between ride and handling which is unheard of in this segment before. Light & responsive Integral power steering gives delightful manoeuvrability to the Thar.       

Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra’s heritage began with assembly of the iconic Mahindra CJ 340 in India. The company later branched out into manufacture of utility and light commercial vehicles. It grew rapidly from being a manufacturer of army vehicles and tractors to an automobile major with a growing global appetite. Today, with changing lifestyles and evolving consumer needs, M&M is all set to redefine the Indian offroading category with its unique retro look offering, the Thar CRDe.

The Thar CRDe is a true blue, stylish off roader, which is an evolved version of the Mahindra CJ340, the MM 540, the Classic and the Legend.  A typical Mahindra breed, the Thar CRDe, is now faster, stronger and more powerful and reflects the company’s legendary tough and rugged DNA. Priced at Rs. 6.01 lacs (ex showroom Bangalore, BS IV variant), the Thar CRDe attempts to evoke nostalgia of a time when offroading was simply about pure adrenaline.

The powerful CRDe engine delivers on power and fuel economy. The cabin can seat seven people, while two rear bench seats can be folded to create a massive luggage area. It is available in a BS IV variant with power steering as a standard fitment, giving it a comfortable drive. The customization options and accessorized vehicles are also available for booking.

The Thar will be available in Mumbai, Delhi, Chandigarh, Jaipur, Bangalore, Cochin, Mangalore and Kolkata in December and will be launched in the rest of India by January 2011.

The Thar is also available with a DI engine as a base variant. The Thar DI will be positioned as a lifestyle vehicle for the rural market with both 2 wheel and 4 wheel drive options. The BS III variant will be priced at Rs 4.47 lacs, ex showroom Jaipur.

About The Mahindra Group

Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $7.1 billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, aerospace, after-market, real estate, hospitality, logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image.

Mahindra is the only Indian company among the top tractor brands in the world. It is today a full-range player with a presence in almost every segment of the automobile industry, from two-wheelers to UVs, SUVs and CVs. Mahindra has acquired a majority stake in REVA Electric Car Co Ltd. (now called Mahindra REVA), strengthening its position in the Electric Vehicles domain.

The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired Satyam Computer Services, now known as Mahindra Satyam.

Its flagship company Mahindra & Mahindra Limited has recently earned the distinction of being the only Indian automobile manufacturer to feature in the top 10 list of the Carbon Disclosure  Leadership Index in India,- 2010, created by the Carbon Disclosure Project (CDP). CDP is an independent not-for-profit organization holding the largest database of primary corporate climate change information in the world.

For any media related enquiries, please contact:

Ms. Roma Balwani                                                                                

Senior Vice President & Group Head - Corporate Communications

Mahindra & Mahindra Ltd.                                                

Tel: (+91-22) 2490 1441

Fax: (+91-22) 2490 0830                                       

Email: balwani.roma@mahindra.com

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