A Goa meeting, then four years of scrupulous work: how M&M built a game changer called the new Thar
Eduardo Saverin
Special Arrangement
Synopsis
The challenge for the 550 engineers and designers who worked on the new Thar was to blend ruggedness with modern features and ride comfort. After 110,000 units sold since launch, one can safely say that M&M has managed to create a lifestyle segment in SUVs. Can the five-door Thar, set for a launch next year, keep up the euphoria?
It all started with an interaction on the beaches of Goa. In 2016, as Mahindra & Mahindra (M&M) officials gathered for a conference, they received an interesting consumer insight into what the modern-day Thar should be: an SUV that is used not only for family weekend trips to unexplored terrains, but one that can also be driven to office during the week. That was quite an ask for the old clunky Thar, launched in December 2010, with its
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