It’s undeniable: the Jeep Wrangler holds an iconic status. When off-road vehicles come to mind, the Wrangler is often the first image conjured. Its design, rooted in the early 1940s, gained global recognition after World War II, as GIs utilized Willys Jeeps across diverse terrains. This legacy has cemented the Wrangler as the quintessential American off-roader.
However, iconic designs often inspire emulation. Enter the Mahindra Thar, an Indian vehicle frequently likened to the Jeep Wrangler. At first glance, parked side-by-side, distinguishing between a Jeep Wrangler and a Mahindra Thar might require a double take. Yet, the Thar’s story is more than just imitation; it’s a tale deeply intertwined with Jeep’s own history.
Side view of a Jeep Wrangler and a Mahindra Thar, highlighting their visual similarities
A History Forged Together: Mahindra and Jeep’s Longstanding Relationship
The connection between Mahindra and Jeep dates back decades, long before the Thar was conceived. Mahindra & Mahindra, initially named Mahindra & Mohammad, was established in 1945 in India. Seeking to diversify beyond steel trading, Mahindra identified the potential of utility vehicles. They approached Willys-Overland Motors, the original creators of the Jeep, to secure licensing rights for the Indian market.
Mahindra successfully obtained these rights and began producing their version of the Willys Jeep. This marked the beginning of Mahindra’s journey as the official Jeep licensee in India. These early Mahindra Jeeps, known for their robustness and affordability, quickly gained popularity among Indian drivers. Remarkably, throughout Jeep’s various ownership transitions over the years, Mahindra consistently maintained its licensing agreement. This enduring partnership continues today, with the Mahindra Thar standing as a testament to this historical bond.
A vintage 1967 M38A1 Willys Jeep with a bull-dozer attachment, showcasing the historical roots of the Jeep design
Key Milestones in the Mahindra & Mahindra and Jeep Story:
- 1945: Mahindra & Mahindra is founded.
- Post-1945: Mahindra secures a license to manufacture and sell Willys Jeeps in India.
- Over 75 Years: Mahindra continuously holds the license for Willys Jeep/Jeep Wrangler production.
- Global Leader: Mahindra & Mahindra’s tractor division becomes the world’s largest tractor manufacturer.
Mahindra Thar: The Modern Incarnation of Jeep’s Rugged Spirit
In 2010, Mahindra unveiled the Thar, a vehicle that clearly echoed the Jeep Wrangler’s design ethos. Named after the Thar Desert in India, this model succeeded the Mahindra Major, which was itself a previous iteration of the licensed Jeep Wrangler. While the Thar’s aesthetics undeniably resemble the Jeep, it can be argued that it embodies a more fundamental, back-to-basics approach to off-roading, reminiscent of earlier Jeeps.
The Mahindra Thar is offered with a selection of engines, including a 2.0-liter turbocharged gasoline engine developed in-house, producing 150 horsepower. Diesel options include 1.5-liter and 2.2-liter turbocharged inline-four engines. Furthermore, Mahindra is developing an electric version of the Thar, signaling a forward-looking approach to off-road capability.
Mahindra Vision Thar.e concept car, presenting a futuristic electric version of the Thar design
A Simpler Approach: Thar’s Value Proposition
The 2025 Mahindra Thar has a starting price of approximately $17,600 (₹11.50L in India). In contrast, the base Jeep Wrangler in the US starts at a significantly higher price point of $32,690. This price difference isn’t solely attributable to feature disparities. Production costs in India are considerably lower, contributing to the Thar’s affordability. The Thar also prioritizes essential features over extensive luxury or advanced technology, particularly in its base configurations.
Technically, the Thar utilizes a leaf spring suspension in conjunction with an independent front suspension setup, a simpler configuration compared to the Jeep Wrangler’s five-link suspension system at both front and rear. However, this simpler engineering, combined with robust powertrains, arguably positions the Thar closer to the original Jeep Wrangler’s raw and rugged character before it evolved to meet broader market demands in America. For some Jeep purists, the Mahindra Thar might hold a certain appeal, offering a more elemental off-road experience, albeit in a vehicle carrying a different badge.
Legal Crossroads: The Roxor and Jeep’s Trademark Concerns
The long-standing partnership between Jeep And Mahindra hasn’t been without its challenges. In 2018, Fiat Chrysler Automobiles (FCA), then Jeep’s parent company, initiated a lawsuit against Mahindra. The core of the dispute centered around the Mahindra Roxor, a stripped-down, utilitarian version of the Thar intended for off-road use. FCA contended that the Roxor too closely resembled the Jeep Wrangler, infringing on their intellectual property rights beyond the scope of the licensing agreement, which was specifically for the Thar. Visually, the Roxor, with its minimalist design, might not immediately strike observers as a Wrangler clone.
Ultimately, the courts ruled in favor of Mahindra North America, allowing them to continue producing the Roxor at their Detroit facility for the North American market. However, it’s crucial to note that the Roxor is not street-legal in the US. It is categorized as a UTV (Utility Task Vehicle), primarily designed for off-road applications such as farming, hunting, and recreational use on private land. The Roxor is available for purchase, starting at around $12,949, catering to a specific niche of off-road enthusiasts and professionals.
Thar’s Place in the Global Market: A Matter of Context
The Mahindra Thar undoubtedly makes sense within specific markets, particularly in regions where affordability and rugged simplicity are highly valued. However, its prospects in the US market are less clear-cut. While a segment of off-road enthusiasts might find the Thar appealing, its broader success in the US is questionable for several reasons.
Firstly, significant modifications would be necessary to meet stringent US safety standards, which are considerably more demanding than Indian regulations. Engine upgrades or replacements would also be required to comply with strict US emissions standards. These modifications would inevitably drive up the Thar’s price, diminishing its primary advantage.
Secondly, the competitive landscape in the US is dominated by established players like the Jeep Wrangler itself, along with vehicles like the Ford Bronco. The Jeep Wrangler, with its deep-rooted heritage and strong brand loyalty in the US, presents a formidable challenge. Even with a potentially lower price point for a hypothetical US-market Thar, it would likely struggle to gain significant market share. Furthermore, the Thar’s relatively basic feature set, particularly in standard trims, might not resonate with the expectations of the average American consumer.
In conclusion, the Mahindra Thar presents itself as a capable and attractively priced off-roader, carrying a design lineage connected to the iconic Jeep. Its rugged construction and straightforward engineering could resonate with off-road enthusiasts. However, for the mass market, particularly in the US, the Thar faces significant hurdles. Market research by large automotive corporations heavily influences model introductions, and the Thar’s absence from the US market to date suggests limited potential for mainstream success in the near future. For now, the US market remains focused on stalwarts like the Jeep Wrangler and Ford Bronco for those seeking capable and iconic all-terrain vehicles.
Sources: Mahindra, Mahindra North America, Jeep
