Mahindra has been trying to launch the iconic Thar in Australia for a while now. However, some legal potholes hindered the official launch. We all are aware of the similarities between the Jeep Wrangler and Mahindra Thar. In India, Mahindra has the official license from Jeep to use this design and sell it. However, it is not true for international markets. In fact, that is the reason why Mahindra doesn’t sell the Thar in the USA. Also, it had to alter the design of its Roxor. Now, the Australian market was eagerly waiting for the Thar. Hence, the Indian auto giant is planning to make some changes to distinguish it from the Wrangler. Here are the details.
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Mahindra Thar Australia Launch
This video comes from carversal on YouTube. The host narrates the entire details of this saga. Jeep’s primary concern revolves around the fact that products like the Mahindra Thar present a strikingly similar exterior, especially in the front fascia, to customers when compared to the Jeep Wrangler. This similarity leads to customer confusion, ultimately impacting the sales of the Jeep Wrangler. Interestingly, this situation is perplexing considering that the Wrangler comes with a price tag nearly five times higher than that of the Mahindra Thar in India. Moreover, the interior, features, off-roading technology, and powertrains of the two vehicles are entirely distinct. The Wrangler is positioned in the high-end premium market, while Mahindra targets consumers seeking an affordable lifestyle off-roader.
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As a part of this lawsuit, Jeep has asked Mahindra to give a 90-day notice period before commencing the testing of the Thar in Australia. Once it receives approval from Jeep suggesting that it is satisfied with its exterior design, Mahindra will be able to sell it Down Under. However, if Mahindra makes enough design modifications to the Thar, it will be able to avoid any altercations with Jeep (Stellantis). We shall have to keep an eye out for how Mahindra is able to do it.
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Author’s Note
In the Australian market, the Suzuki Jimny 5-door is selling in decent numbers. In fact, it has been posting consistent growth in the last couple of years. Hence, the market is certainly welcoming such lightweight off-roading SUVs. Mahindra Thar would fit in this segment perfectly. In fact, it will be able to offer immense adventurous capabilities to the users at enticing prices. Resultantly, it could disrupt the market if it lands Down Under. Also, the electric version of the Thar is a wildly anticipated SUV. Let’s see how things pan out going forward.
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