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


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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.

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

  1. 1. Press Release For Immediate Publication Mahindra launches its Off-roader, the Thar, in India Thar in keeping with Mahindra’s 4x4 heritage and changing consumer lifestyles Ready to delight offroading adventure enthusiasts , retro look & style seekers Thar CRDe 4x4 BS IV variant priced at Rs 5.99 lacs (ex showroom Delhi) Thar DI BS III variant priced at Rs 4.47 lacs (ex showroom Jaipur)Mumbai, December 21, 2010: Mahindra & Mahindra, India’s market leader in utility vehicles todayintroduced its legendary 4X4 off roader the Thar CRDe, in India. The much awaited 4x4 off-roader isbeing launched in India and is targeted at the offroading enthusiasts, retro look seekers & peoplewanting to make a unique style statement.The Thar aims to play a significant role in shaping the lifestyle vehicle segment both in urban and ruralIndia. Consumers today are looking for a different lifestyle, as they seek adventure and a fun experiencewhich the Thar will offer. With the retro look back in vogue, the Thar is all set to chart a new terrain inthe Indian automobile industry.Speaking at the launch Mr. Rajesh Jejurikar, Chief Executive, Automotive Division, Mahindra&Mahindra Ltd, said, “Having realized the potential of this emerging segment of offroad enthusiastsand lifestyle seekers, we have launched the Thar in India. The Thar is an extension of our legacy andwhat Mahindra stands for. Popular amongst generations of off-road enthusiasts, style seekers and evenwar-veterans, not many vehicles share the same legendary past and iconic status of the Mahindra Thar.”Mr Rajan Wadhera, Chief Executive, TPDS, Mahindra & Mahindra Ltd. said, “The Thar is a manual 4x4machine coupled with a powerful CRDe engine 77 kw (105 BHP) & drive by wire technology which iscapable of providing it variable speeds and acceleration. To handle this excess power, THAR CRDe’stough rigid ladder frame chassis has been optimised to enable crisp handling. Modern suspension layoutof IFS and abuse resistant rear leaf springs delivers a great balance between ride and handling whichis unheard of in this segment before. Light & responsive Integral power steering gives delightfulmanoeuvrability to the Thar”.Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra’s heritage beganwith assembly of the iconic Mahindra CJ 340 in India. The company later branched out into manufactureof utility and light commercial vehicles. It grew rapidly from being a manufacturer of army vehicles andtractors to an automobile major with a growing global appetite. Today, with changing lifestyles andevolving consumer needs, M&M is all set to redefine the Indian offroading category with its unique retrolook offering, the Thar CRDe.The Thar CRDe is a true blue, stylish off roader, which is an evolved version of the Mahindra CJ340, theMM 540, the Classic and the Legend. A typical Mahindra breed, the Thar CRDe, is now faster, stronger
  2. 2. and more powerful and reflects the company’s legendary tough and rugged DNA. Priced at Rs. 5.99 lacs(ex showroom Delhi, BS IV variant), the Thar CRDe attempts to evoke nostalgia of a time whenoffroading was simply about pure adrenaline.The powerful CRDe engine delivers on power and fuel economy. The cabin can seat seven people, whiletwo rear bench seats can be folded to create a massive luggage area. It is available in a BS IV variant withpower steering as a standard fitment, giving it a comfortable drive. The customization options andaccessorized vehicles are also available for booking.The Thar will be launched in Delhi, Chandigarh, Bangalore, Mangalore and Jaipur by end December andthe 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 lifestylevehicle for the rural market with both 2 wheel and 4 wheel drive options. The BS III variant will be pricedat Rs 4.47 lacs, ex showroom Jaipur.About The Mahindra GroupMahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $7.1billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadershipposition in utility vehicles, tractors and information technology, with a significant and growing presencein financial services, aerospace, after-market, real estate, hospitality, logistics. The Mahindra Grouptoday 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-rangeplayer 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 MahindraREVA), strengthening its position in the Electric Vehicles domain.The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired Satyam ComputerServices, now known as Mahindra Satyam.Its flagship company Mahindra & Mahindra Limited has recently earned the distinction of being the onlyIndian automobile manufacturer to feature in the top 10 list of the Carbon Disclosure Leadership Indexin India,- 2010, created by the Carbon Disclosure Project (CDP). CDP is an independent not-for-profitorganization holding the largest database of primary corporate climate change information in the world.For any media related enquiries, please contact:Ms. Roma BalwaniSenior Vice President & Group Head - Corporate CommunicationsMahindra & Mahindra Ltd.Tel: (+91-22) 2490 1441Fax: (+91-22) 2490 0830Email: