[ZenMaster]

Mahindra Terminologies sound like a old guy trying too hard to connect to a younger generation and ending a failing to impress all generations.

[MiamiBlue]

What was the problem with using the name Armada? I feel that the thar 5 door is basically a new gen of their old Armada. Right? Roxx sounds very childish.

[sandeepmdas]

Originally Posted by Zinger_Winger

Roxx sounds really wannabe and more like a Gen-Z slang when ironically the median buyers will be from a late 30's to mid 40's demographic.

While the buyer demographics is certainly 30 to 50, those who dream about the Thar are (in my observation) between 16 to 25. Ask any class X to XII kid "Given a choice, which car would you buy as your first car?" I am sure 7 out 10 would name the Thar. And that includes girls too.

Consider that, by 2030, a substantial percentage of them will be (hopefully, Mera Bharath Mahaan) buying their first car. Also do note that many girls in this bracket may get a car well before that as a gift from the family. A decade ago, the idea that girls in tier 2 and 3 cities would consider a jeep their favorite car might have everyone.

No wonder MM is doing everything to maintain the attention of the younger lot. I also hope they will not launch a Thar or Roxx edition with pink paint, party speakers, DJ lighting and chrome pack.

Originally Posted by ambarkhan

I guess the target audience has changed.

Indeed.

[arin_12]

I think Mahindra wants a legal battle with ROXX. We can just replace the ROXX badging with our own preferred name.

https://www.roxx.in/

[sudeepdua]

I wonder if it’s coz the name Armada is internationally known as a Nissan name.

[MiamiBlue]

Originally Posted by for_cars1

However, giving the Armada suffix would impart a more utilitarian flavor to the 5 door Thar rather the intended lifestyle tag.
More than a Thar, perhaps a new gen 4x4 Bolero in future is more apt to carry forward the Armada legacy.
:

All legendary utilitarian nameplates revived were went ro become expensive lifestyle vehicles later. Mini, Beetle, Defender, Wranglers etc. It was the best time for Mahindra to bring back the Armada nameplate. Bolero was designed as armada facelift and called bolero on launch. So renaming the bolero to Armada doens't make sense.

[LionX]

Originally Posted by arin_12

I think Mahindra wants a legal battle with ROXX. We can just replace the ROXX badging with our own preferred name.

https://www.roxx.in/

Originally Posted by sudeepdua

I wonder if it’s coz the name Armada is internationally known as a Nissan name.

Mahindra has already trademarked 7 names for Thar. So there shouldn’t be any legal issues, at least in India.

https://www.motorbeam.com/mahindra-t...luding-armada/

[ss11011988]

I would rather prefer Thar Armada(for the nostalgic vibes and the clean sounding name) over the cheap, ****** sounding ROXX.

Cheers,
NI

[vij]

Maybe Mahindra will have a Rubicon-like model that they will call "Gladius" or "Armada"

[V0id2003]

Thar Armada sounded a lot more sober and dignified. Roxx sounds like a name that would appeal to the roudy group of people who love honking, flashing high beams and create nuisance all around which is unfortunately the reputation that the Thar has gained recently

[ASP007]

Should have called Thar ROXO, ending with an "oh". Regardless of the name, Mahindra know this will sell like hot cakes.

[TheGearBox]

While I find the "Roxx" suffix extremely cheesy, I am glad they did not name it the Armada. It would have been another case of capitalizing on an erstwhile model's pedigree, just like what Tata has done with the new Safari.

It's a move that simply lacks gravitas (pun intended )

[Bhokal]

Thar onSteroid would have been better

[Rahulk302]

Thar Roxor would have been apt name. "Roxx" already gives ******* vibes.

[anjan_c2007]

Mahindra after a series of "o/0" suffixes are diversifying the last letter of model names to check out what clicks? Thar had a "R" and has been much more successful than the Xylo, Marrazo, KUV100 and may be some more. These three models with the "o/0" are consigned to history. Also their 2018 launch in the US, the Roxor, has ducked the Fiat Chrysler, court challenge alleging that the seven slotted grille is an infringement of the age old Jeep design copyright. The seven slotted grille must have drained the resources of both companies since almost five decades. The US International Trade Commission issued its final ruling and has determined that Mahindra's redesigned 2021 Roxor does not infringe on the "Jeep Trade Dress" claimed by Fiat Chrysler Automobiles. Hence "R" is now twice lucky for Mahindra.

So also "x" for Roxx is on a trial run now to get a feel of the market and ultimately obtain the blessings of mother luck.