Mahindra's latest drive, Thar, enters small segment of city off-roaders

Mahindra's move was overdue given that the city SUV segment has been aggressively targeted by competition

The growing popularity of SUVs over the last decade has led automotive purists to rethink how to tap buyers in a world where electric cars, self-drive and shared transportation have been catch phrases that influence vehicle designers, millennials and auto CEOs. Mahindra & Mahindra’s latest rendition of its dune-busting, four-wheel drive, the Thar, is a move to crossing the chasm between off-roader and city-slicker. 

From a business point of view, the move was overdue given that the city SUV segment has been aggressively targeted over the years by competition that includes the Jeep Compass, Kia Seltos, the Toyota Fortuner and the