From Heritage Brand to Lifestyle SUV : The Mahindra Thar Roxx Case

Abstract

Purpose : This teaching case examined how Indian automaker Mahindra & Mahindra Ltd. (M&M) revitalized its SUV strategy through the launch of the 5-door Mahindra Thar Roxx. It also explored the re-engineering challenges that M&M faced while designing the product and showed how the automaker generated a positive market response through advertising campaigns like Live Young, Live Free, Mahindra Classics, and Explore the Impossible.

Design/Methodology/Approach : This case is written based on multiple secondary sources, including research papers, business newspapers, magazines, company press releases, and other credible sources.

Findings : Despite the challenges that M&M faced, the automaker was able to reposition the Thar as a mainstream lifestyle SUV. The marketing activities that the company initiated were successful in creating a positive buzz in the marketplace. Within an hour of the 2024 launch of the Thar Roxx, bookings of more than 176,000 units were made by prospective customers.

Practical Implications : Companies with legacy brands must constantly innovate and reposition their products to cater to new or evolving customer segments. This is especially important for automakers with such brands in their portfolios to be conscious of the trade-offs involved when they pursue growth and respond to changing market dynamics while managing their heritage.

Originality/Value : While several cases focus on product innovation or marketing communication elements of automotive brands in isolation, this case explains how M&M was able to simultaneously integrate and balance brand preservation, market expansion, and technological adaptation for its legacy Thar brand.