Mahindra highlights added power and off-road capability in new Thar OG
Business Today's Drive Today spotlights the new Mahindra Thar OG, positioning the SUV around higher power output and upgraded off-road performance.
What happened
Drive Today highlights increased power and off-roading capabilities in the new Mahindra Thar OG.
Why this matters
Mahindra’s emphasis on capability creates potential partnership and acquisition logic around off-road accessories, experiential retail, aftermarket services, and adventure-community platforms.
What to watch
- Variant-wise bookings, waiting periods and cancellation rates after launch.
- Average transaction price and accessory attach rate versus prior Thar versions.
- Competitor launches or discounts in lifestyle and off-road SUV categories.
- Social-media sentiment on real-world power, ride quality, fuel efficiency and off-road capability.
- Dealer inventory levels and delivery lead times.
- Bundle official off-road accessories, extended warranties and service plans into higher-margin dealer packages.
- Use experiential marketing such as trail events, owner communities and test-drive camps to validate the performance proposition.
- Target digital campaigns at young urban professionals and existing compact-SUV owners seeking an upgrade.
- Protect delivery experience and parts availability as demand for accessories and repairs rises.