Mahindra Thar Armada to be Trademarked Among Other 7 Upcoming SUVs

Published On: 19 December 2023
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Mahindra has registered trademarks for the Cult, Rex, and Savannah names for the five-door Thar in addition to Thar Armada.

Mahindra has a number of new models scheduled for release in 2024, but the 5-door Thar may be the most significant. Mahindra appears to have settled on a moniker for the upcoming SUV—seven, to be exact. Reviving an old nameplate from its portfolio, Thar Armada is one of the names that has been trademarked.

Mahindra has registered trademarks for the following seven names: Armada, Rex, Cult, Roxx, Gladius, Savannah, and Centurion. These will come after "Thar" to indicate the larger, five-door body style. Only the Armada has a recall value among these; the other names are entirely new.

Initially targeted at urban consumers, the Armada was the brand's flagship product when it was first released in the early 1990s. It was the forerunner of the Bolero, with a design straight out of a Jeep SUV, and it was a more expensive option than the rather basic Commander SUV at the time. In 2001, the Bolero eventually took the place of the Armada and is still in production today.

To differentiate the 5-door SUV from the standard Thar, it will be essential for it to have a distinct identity. Given its nostalgic connotations, the Armada nameplate might be the most appropriate choice. It also shares conceptual similarities with the original Armada, which was a five-door, hardtop, tough, yet elegant SUV. But keep in mind that registering these names as trademarks does not ensure that they will be used.

Mahindra 5-door Thar: What to Know So Far?

With the 5-door Thar, Mahindra hopes to broaden its appeal to people looking for a tough, all-terrain SUV with more comfort and utility, similar to what Maruti Suzuki accomplished with the Jimny 5-door. Its longer wheelbase should help with boot and second row space.

Its 3-door sibling will likely have a slightly different design, as suggested by camouflaged test mules. It will also come with more interior features, such as a larger 10.25-inch touchscreen and a sunroof. It is most likely going to keep the same 2.0-liter and 2.2-liter gasoline and diesel engines under the hood, coupled to the same 6-speed manual and automatic gearboxes.

The five-door Thar is anticipated to go on sale in the middle of 2024 and cost a significant amount more than the standard Thar, probably between Rs 16 lakh and Rs 20 lakh (ex-showroom).