CARVERSAL

In 2021, Mahindra considered launching their Thar in Australia and almost completed the process, but a quarrel emerged between Jeep and Mahindra, and the Thar's Australia launch was canceled due to Jeep's Legal Dispute. Considering Jimny's remarkable performance in Australia as more than 7000 units were sold in 2023 alone, Mahindra is finding some real potential in launching their Thar in Australia and making big bucks.

Thar's Australian Backstory

Mahindra unveiled their Thar in August 2020, with fresh designs and features that their audience also liked. After months, in October, Thar was launched in India and received a massive volume of preorders, resulting in months of waiting. Not only that, but by Feb 2021, they began testing their Thar in Australia and also published the "Show Interest for Thar" page on their website, where you can enter your email ID, phone number, and address and Mahindra will keep you updated on when Thar will be available, as well as about the specifications. After seeing this Jeep was infuriated and immediately took Mahindra to the Australian court.

Mahindra Vs Jeep Legal Battle

The first hearing was held on May 12th, 2021, with Advocate John representing Mahindra Advocate Pattrick representing Jeep, and Justice Halley serving as the judge. Jeep argued that Mahindra began promoting and testing their Thar in Australia, indicating that Mahindra intends to launch their vehicle in Australia. However, Thar is almost half the price of a Jeep Wrangler sold in Australia but offers almost identical looks and features which could dampen Wrangler's sale in Australia even though Mahindra does not even have the international copyrights for the Jeep CJ Patent (Jeep had done this right).

However, Mahindra lied in response, claiming that they have no intentions to launch it in the Australian market at this time. This argument was completely unethical because Mahindra had clear intentions of launching Thar, as evidenced by their website and the message sent after registering, which read "You are one step closer to launching our exciting vehicle in Australia". Jeep demanded that Mahindra should provide a notice to Jeep Australia at least 90 days before launching or even testing their Thar in Australia with full details of its specifications and looks. Only if Jeep approves the designs can Mahindra proceed with the launch. Mahindra requested a reduction of this notice period from 90 days to 45 days even though they had no intention of launching their Thar in Australia. This request by Mahindra clarified that the launch of Thar in Australian markets is clear; otherwise, the firm would not have had any issues with the 90-day time frame.

Final Verdict:

On 21st May, the final hearing of this case takes place where Mahindra agrees to 90 90-day prior notice period. However, the court also granted Mahindra an advantage, stating that although they are unable to introduce an identical vehicle in Australia, they can make some changes to the overall physical appeal of the vehicle and launch in Australia after taking Jeep's permission and continue to grow their business in Australia.

But till that time, the demand for Thar in India skyrocketed leading to a 2-year waiting period which made no sense to capture the Australian market first. It was a setback for Mahindra that they were unable to launch Thar, Australians who were enthusiastic about the SUV also felt let down.

Thar's Australia Re-attempt Strategy 

But recently, in 2023, Mahindra started working on Thar again and is adopting a new strategy to launch Thar in Australia by making some differences.We are closely evaluating this space, when we are ready based on our planning, we will make the announcement." in response to a question about whether when asked if the Thar 5-Door will come to Australia.

One YouTuber asked some more information about Thar in Australia to which the head responded by saying, “Thar in its original form will not come to any international market but we are working on a differently styled car on a different value proposition which is suitable for international markets.” This statement states the idea of making some modifications in the original Thar or maybe indicates towards Thar Electric because this market is in the growth stage in Australia with Jimny being the only competitor, whose sales have increased by 50% YOY in the Australian market, with the price being $33,000. 

This all points towards the favorable market conditions for Thar to make its launch in the Australian market and provide a better value to the customers.

Mahindra Thar Australia Launch Price

If Mahindra launches their Thar in Australia in 2024, expect prices to range between $30,000-40,000 in Australia depending on the variety and the power chosen and all this can happen by the end of 2024 or the first quarter of 2025.