m&m: How M&M made Thar a product, worth and branding combo, and drove past off-road purists

Picture credit score: auto.mahindra.com


M&M needed to make a automobile that not solely affords good off-roading capabilities but in addition has the sophistication of a contemporary SUV. Conserving this in thoughts, it constructed the brand new Thar, which has acquired 78,000 bookings in a 12 months since launch. Curiously, 50% of the demand has come from metro cities. How did M&M make Thar’s product positioning work?

Fortis fortuna adiuvat.The Latin proverb — or fortune favours the courageous in English — may very well be an apt match for a tagline of Mahindra & Mahindra (M&M).When most vehicle pundits had been busy writing obituaries of 4×4 automobiles in India, the Anand Mahindra-led automaker made a courageous transfer. On October 2, 2020, it rolled out the all-new Thar, an reasonably priced way of life off-roader — a primary in India.The market responded with a loud ‘sure’ and

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