Mahindra’s classic off-road champion will lose disruptive styling in export guise

STYLING elements that triggered trademark litigation by Jeep are being removed from another Mahindra inbound to New Zealand, the Thar off-roader.

The Wrangler-like looks that are seen on the model in its home market are being excised from the export edition.

Comment about the revision has been tied to a brand high-up familiar with our market.

The reshape is so the Thar can steer clear of a legal minefield laid by Jeep that Mahindra has already driven into in the United States and in Australia.

Mahindra felt fury from America’s off-road legend in those two markets due to what India’s biggest vehicle producer has described as “multiple design trademark issues.”

Photos of the Thar, and a Roxor derivative so dedicated to off-seal running it cannot be legally driven on a road in many places, remind why. Those vehicles are uncannily similar in appearance to classic Jeep models.

Mahindra had a license to manufacture an adaptation of the Willys Jeep - used by the United States’ military - in the 1950s. However, this license was only applicable to the original Jeep and not its future versions. Additionally, the license was limited to India only.

All was good until Mahindra sought to export the models, whose current generation revealed in 2021. That’s when it faced challenge.

The fight became some intense in the United States that Roxor, which had been built at a plant in Detroit, was banned.

A 2021 Australian court ruling also requires the company to get design approval from Jeep for the new product to introduce across the Tasman. That all kicked off when Mahindra took a single vehicle into Australia for evaluation and, potentially, homologation for sale. Jeep took umbrage and ultimately argument was heard in the Australian Federal Court. The action ended last week with Mahindra agreeing not to import the car into Australia its current guise.

That situation also ultimately kept Thar out of New Zealand two years ago, though at that time local distributor Premium Distributors New Zealand also cited huge demand in India, plus the global shortage in computer semiconductors, as also being factors in its absence.

When it first discussed the Thar, PDNZ said it would not be after Wrangler buyers because the Mahindra would be significantly cheaper.

Instead, the Auckland-based operation’s sights remain on another off-road hero stuck in the sub-$30,000 end of the mud-flinging sector – the Suzuki Jimny.

As per the Suzuki, the Thar offers in dual-range part-time four-wheel-drive but is a bit bigger and around 540kg heavier, though it also offers a longer wheelbase, a roomier cabin (with four or six seat layouts depending on trim) and comes with a diesel engine, an option Suzuki doesn’t have.

With the Mahindra, too, there’s a mechanical locking rear diff, front sway bar disconnect and larger fuel tank. It also provisions in soft top or hard top formats.

The new chapter to this story was revealed last week when Joydeep Moitra, a Mahindra senior management figure who recently came to New Zealand for the brand’s relaunch with the XUV sports utility, told a media outlet in India about how this situation has resulted in a design rethink.

CarblogIndia says Mahindra Automotive’s regional head for this part of the world has made clear the company will not launch the current domestic market version of Thar in any international market.

Commented the outlet: “This is a smart move as legal battles are not good for the image of an emerging global brand.”

So, as result, there’s one Thar for India – as seen in today’s photos and video - and another for export that will be exclusive to international markets. The latter have a “unique profile” to avoid what are identified as “complications” and a “roadblock.”

Roxor was a catalyst for the stoush. Ultimately a 2020 ruling of the United States International Trade Commission in 2020 banned its import and sale in the US. Mahindra then introduced a redesigned Roxor. While it was approved initially, Jeep then raised new objections in 2022.

By then it was also facing a legal challenge from Jeep in Australia as well

Thought expressed by CarblogIndia is that Mahindra would be unlikely to win in Australia the case it has already lost in the US.

“Since the current-gen Mahindra Thar resembles the Jeep Wrangler SUV, the Jeep is likely to challenge Thar in any market it tries to enter.”

It remains to be seen what the export Thar looks like but Kiwis should see it within 12 months.

The current issue model represents a big step forward on a first-generation predecessor vehicle through adopting electronic assists including tyre direction monitoring, electronic stability, hill hold assist and hill descent control.

India-market models have only dual airbags and basic electronic safety aids, but it was expected export vehicles would achieve more safety inclusions.

Thar sits on a ladder-frame chassis, has front-axle disconnect, differential on both ends via brakes, and a mechanical rear locking differential. The off-roading angles are a 41.8 degree approach, 36.8 degree departure and 27 degree breakover.

When equipped with 18-inch wheels and 225/65 tyres as an option to the entry 245/75 R16 set the ground clearance is 226mm and 650mm wading depth.