The Thar ROXX is part of Mahindra’s exclusive ‘THE’ series of SUVs, distinguished by its VIN 0001 and a badge bearing Anand Mahindra’s signature. Mahindra’s First ‘THE’ SUV: Thar ROXX to Be Auctioned Online for a Charitable Cause. This SUV represents a unique opportunity for collectors and enthusiasts to own a piece of Mahindra’s evolving legacy.
Mahindra & Mahindra Ltd., India’s foremost SUV manufacturer, has unveiled plans to auction its first-ever Thar ROXX. As a landmark event in the brand’s legacy, all proceeds from this exclusive auction will go towards a charitable cause, with Mahindra pledging to match the highest bid, doubling the impact of the contributions.
Auction Details
Registration Opens: 12th September 2024
Register at: carandbike.com auction
Bidding Opens: 15th September 2024, 17:00 hrs
Bidding Closes: 16th September 2024, 19:00 hrs
Prospective bidders are required to submit a refundable caution deposit upon registration. The auction process will be overseen by Ernst & Young, ensuring a transparent and fair process.
Customization and Features
The winner of the auction will own the AX7L Diesel Automatic 4×4 Thar ROXX in their preferred color from seven striking options:
Deep Forest
Everest White
Tango Red
Battleship Grey
Nebula Blue
Burnt Sienna
Stealth Black
This top-of-the-line Thar ROXX promises rugged performance, combined with Mahindra’s iconic design, making it a dream SUV for adventurers and collectors alike.
Charitable Cause and Donation Options
As a key part of the auction, the highest bidder will have the opportunity to choose a recognized not-for-profit organization to receive the proceeds. Mahindra will also match the final bid, magnifying the impact of the donation. Additionally, the bidder may select from Mahindra’s recommended list of charitable organizations, including:
Naandi Foundation – Empowering girls and women
BAIF Development Research Foundation – Watershed and rural livelihood development
Watershed Organization Trust (WOTR) – Integrated water resource management and agriculture
United Way Mumbai – Promoting road safety
This initiative aligns with Mahindra’s ongoing commitment to corporate social responsibility, supporting diverse causes that contribute to social and environmental well-being.
How to Participate
Anyone interested in the auction can register through the carandbike.com platform from September 12, 2024. A refundable caution deposit is required to qualify as a bidder. Once registered, participants can engage in the exciting two-day auction, which concludes on September 16.
Thar ROXX: A Symbol of Mahindra’s Legacy
The Thar ROXX is more than just a vehicle; it symbolizes Mahindra’s drive to push boundaries in SUV manufacturing. It is the first of the ‘THE’ series of SUVs, setting a new design, performance, and exclusivity. The custom badge, featuring Anand Mahindra’s signature, adds a personal touch to this rare model, making it a truly collectible item.
Mahindra’s commitment to sustainability and its deep connection to charitable causes is reflected in this event. By auctioning the Thar ROXX, the company demonstrates how innovation and corporate responsibility can go hand in hand.
About Mahindra Group
Established in 1945, Mahindra Group is a leading multinational company, with over 260,000 employees across more than 100 countries. The company holds leadership positions in farm equipment, utility SUVs, information technology, and financial services, while being the world’s largest tractor manufacturer by volume. Mahindra has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate.
As part of its ESG (Environmental, Social, and Governance) initiatives, Mahindra continues to focus on rural prosperity and urban development, aiming to bring positive change to communities and stakeholders under its guiding principle to “Rise”.