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The Jeep Wrangler is an iconic off-road vehicle with a rich history dating back to World War II. It’s hard to imagine an American off-road vehicle without thinking of the Wrangler. However, India has its own version of the Wrangler, the Mahindra Thar, which is a lookalike of the original. While it may seem like a copycat, the Mahindra Thar has its own unique features and is actually more similar to the original Wrangler than the modern-day Jeep. The Thar is a bare-bones off-roader with a simple mechanical makeup and a range of engine options, including a base price tag of around $17,600.
In contrast, the American Jeep Wrangler has a starting price of $32,690. So, why is it so much more expensive? The answer lies in production costs, which are lower in India, and the fact that the Thar is less equipped, especially in safety features. The Thar’s suspension is also simpler and less suitable for off-roading than the Wrangler’s.
In 2018, Fiat Chrysler Automobiles (FCA), the parent company of Jeep, sued Mahindra for alleged misuse of a licensing agreement over the design of the Roxor, a basic version of the Thar. The court ultimately ruled in favor of Mahindra, allowing them to continue producing the Roxor.
While the Thar may not be suitable for the US market, it has a place in the right market. However, a hypothetical American-market Thar would need significant changes to meet US safety and emissions standards, which would increase its price. Additionally, the Jeep Wrangler has a strong following and would likely outsell the Thar in the US market. Overall, the Mahindra Thar is a great little off-roader, but it’s not suitable for the mass market.