Home-grown automaker Mahindra & Mahindra has notched up 9,000 bookings in the first four days of launching the 2020 Thar SUV, marking a strong start for a crucial model for the company.
It said this was achieved despite test drive and demo vehicles being present only in 18 cities.
The Mumbai-based company said buyers have shown “significant interest” in the convertible top and automatic transmission variants.
“The All-New Thar becomes the only SUV in the 4X4 lifestyle category to record this booking milestone in such a short span of time,” it said.
The model also received over 36,000 inquiries over the same period, it added, translating to a conversion rate of 25%.
More than 3.3 lakh people checked out the model on the website, it added.
It said it will make the new Thar test drive available in 100 more cities by this Saturday (October 10, 2020) and test drives for the rest of the county will be available from October 15, 2020.
The new Thar, starting at around Rs 10 lakh before RTO levies, is a very crucial model for the company as it comes at a difficult time for M&M.
The company, which used to dominate the affordable and mid-range SUV category at one point, has seen its market share shrink due to the expanding presence of India’s largest carmaker, Maruti Suzuki, into the category.
Models like the new Ertiga and Brezza have helped Maruti Suzuki emerge as the No.1 UV maker in terms of volumes two years ago.
Since then, the competition has only got tougher, particularly in the upper-mid-range, with the entry of players like Kia and MG.
Mahindra, on the other hand, has been struggling to score a ‘big win’ in the Rs 8-11 lakh category — the mid-range market.
It is banking on the new Thar to help the company appeal to the true SUV/UV fans with its rugged looks and advanced features and technology.
Despite remaining true to the utilitarian and minimalist roots of the model, the Thar 2020 can also be used as a regular family car, according to reviews of the model.
“We are extremely happy with the overwhelming response and excitement that the All-New Thar has created,” said Veejay Nakra, Chief Executive Officer, Automotive Division, Mahindra & Mahindra Ltd.
“What is also encouraging is that the All-New Thar has resonated well with lifestyle seekers, families & women buyers, thereby opening-up an entirely new set of customers for this iconic lifestyle 4X4 SUV. Our endeavour is to ensure that test drive vehicles are available in the rest of the country at the earliest, for more people to experience and book the All-New Thar,” he added.
The deliveries for the All-New Thar will commence on November 1, 2020.