Reference Auto

Mahindra and Mahindra is banking on the old-world charm of the ubiquitous Commander Jeep to spur sales of the relaunched version, christened the 4 x 4 Thar CRDe, under a new platform, which it has priced at an aggressive Rs 6 lakh. The price will, however, vary in different cities: while in Mumbai it will come for Rs 6.28 lakh, in Delhi it will carry a price tag of Rs 5.99 lakh.

There is also the DI BS III variant that will be available in Bangalore, Delhi, Jaipur and Mangalore this month itself for Rs 4.47 lakh. Elsewhere in India, it will be launched in the first month of the New Year. The Thar DI is a lifestyle vehicle for the rural market with both two-wheel and four-wheel drive options.

This strategy of re-launching the Jeep is unlikely to find many takers in cities as the company’s own urbane models such as the Xylo, Bolero and Scorpio could cannibalise (or eat into) into the Thar’s sales.

The company, however, is eyeing a big push in towns or semi-urban areas and villages. With its economical pricing, the Thar may see a good response in these markets. Mahindra is also targeting people who prefer the retro look. But among India’s youth or even with those under the age of 40, which probably makes up 60 per cent of India’s population, there are unlikely to be many takers.

Mahindra and Mahindra is already selling this vehicle in South Africa, pricing it around Rs 9.5 – Rs10 lakh in that country.

“Realising the potential of this emerging segment of off-road enthusiasts and lifestyle seekers, we have rolled out the Thar in India. The Thar is an extension of our legacy and what Mahindra stands for,” chief executive, automotive division, Rajesh Jejurikar said.

But Mahindra’s distribution network is a big plus. The Thar will be distributed via the company’s 200 dealers throughout the country. Mahindra said it spent Rs 5 crore on the Thar’s development.

The Mahindra Thar is a replica of the famous Commander Jeep 5 and comes with enhanced suspensions and features. Its ground clearance is excellent and a journey though a rough terrain could turn out to be almost a cruise.

It is powered by a 2.5 litre CRDi diesel engine. “The Thar is a manual 4x4 machine along with a robust CRDe engine 77 kw (105 BHP) and drive by wire technology which allows variable speeds and acceleration. To tackle this excess power, Thar CRDe’s tough ladder frame chassis has been optimised to allow crisp handling. A hi-tech suspension layout of IFS and abuse-resistant rear leaf springs paves the way for a great balance between ride and handling,” said Rajan Wadhera, M&M’s chief executive (TPDS).

Mahindra has always been a specialist in marketing its vehicles. Its SUVs have been logging robust sales while its recently launched two-wheelers Stallio and Mojo have seen sales rev up by a mind blowing 125% in November. But Logan, made through a joint venture with Renault, is yet to see its sales reach satisfatory levels.

So, going by these trends, Mahindra could hope to notch up decent numbers with the Thar, mainly in the semi-urban and rural markets, and of course, with the adventure-loving urban car buff.