The Thar has the promise of bringing an "adventure experience" to customers at an affordable price point. The only real competition to this Mahindra is from the Gypsy.
But then, the Gypsy doesn’t offer a diesel engine, power steering or decent ride quality. Mahindra is casting the net rather wide in terms of the potential market for this enigmatic 4x4. The target segment includes, but is not limited to.