Can the new Thar move bring Mahindra's SUV business on to the fast lane

Analysts say carmaker has to get the pricing right to snatch back volumes in the sport utility vehicle segment

Mahindra & Mahindra (M&M) is set to redefine its brand DNA as it seeks to make a strong comeback in a market where it lost ground to rivals. Launching the all-new Thar, the iconic SUV that broke cover on Independence Day, was the first step towards that direction as the vehicle holds the “brand DNA in its purest form”, said Rajesh Jejurikar, executive director, auto and farm equipment sectors, said.

Next in line would be the new-generation XUV500 (codenamed W601) in early part of 2021-22, followed by the new generation Scorpio XUV500 (codenamed Z101) in the middle of that financial