To expand the customer base of Thar, a vehicle popular among off-road enthusiasts, Mahindra and Mahindra Ltd (M&M) have widened the appeal of the sports utility vehicle (SUV) by adding a host of new features. The second-generation Thar has a feature-rich cabin for passenger comfort and safety along with a convertible top and an automatic transmission for the first time.

Unveiling the new Thar today, M&M management said the vehicle would be sold in the adventure as well as in lifestyle variants with the intent to add a new customer base to the popular model.

“While the AX or adventure series will target the serious customers who enjoy the off-roading activities, the LX or lifestyle series is aimed at adding new customers to the Thar family,” Veejay Nakra, chief executive officer, automotive division, M&M said.