Nearly every car enthusiast anticipated that the Mahindra Thar Roxx would be named the Armada, drawing from Mahindra’s rich heritage. The Armada name carries a legacy similar to how Tata revived the Safari name for its 7-seater Harrier or how Maruti brought back the Baleno. The Armada was known for its ruggedness and reliability, qualities that the Thar Roxx embodies in its modern avatar.

If you carefully observe the side profile of the Thar Roxx, you’ll notice a hint of a coupe SUV silhouette blended into a 5-door SUV. This design choice could be a strategic move to familiarize the audience with the coupe SUV profile, subtly preparing them for future models so that Copue SUV could be accomodated in the market. The reason could be saturation of hatchbacks on sterioids aka compact and midsize FWD SUVs.

A similar strategic approach was taken by many automakers when the headlights were shifted to the bumpers. Initially, this was a concept that seemed unusual and was met with some resistance. Traditionally, headlights have been placed at the front of the vehicle, serving not only as functional components but also as "eyes" that gave cars a face-like appearance. This human tendency to see faces in objects is known as pareidolia, and it played a significant role in vehicle design.

However, as daytime running lights (DRLs) became more prominent and advanced lighting technologies were introduced, designers began experimenting with different placements. The transition to bumper-mounted headlights was a gradual process. At first, it appeared unconventional, but as more manufacturers adopted the design and highlighted its benefits, consumers began to accept and even prefer it. Placing headlights lower on the vehicle can improve the illumination of the road directly in front of the car, which is particularly beneficial in adverse weather conditions like fog, rain, or snow. Nonetheless, let's get back to topic.

Thar Roxx's side-back profile creates an impression of an SUV coupe with an extended third row. Models like the Tata Curvv and the Citroen Basalt are already on the verge of being launched. Mahindra is also embracing the coupe SUV trend with its upcoming models, signaling the adoption of SUV Coupe.

The compact SUV segment has become highly saturated in India, with numerous models from almost every automaker. This saturation has led to intense competition and a need for differentiation. The coupe SUV blends the appeal of sporty aesthetics with the practicality of an SUV. Although this sedan-SUV crossover has not been well received earlier, but now let's see what happens when almost all the manufacturers are working on it.

There's been a marked shift towards SUVs globally, influenced by their versatility and practicality. The overall cost of ownership for SUVs has become more competitive, with better fuel efficiency and maintenance costs that are comparable to sedans. Moreover automakers have aggressively marketed SUVs, capitalizing on the trend and further driving demand away from sedans. Sedan segment is doing fairly poor after the emergence of affordable compact SUVs.

Will SUV crossovers sustain? Well here is an opinon on it:

[Read here]https://carwyapar.com/news/india-car-news/suv-coupe-the-crossover-we-didn-t-ask-for-244199)

Let's get back to Thar Roxx. The Thar Roxx’s side profile doesn’t quite capture the essence of the Armada Grand primarily because Armada had a serious premium vibe contrary to what Roxx is giving. But this vehicle certainly had the potential to be marketed as Armada and that would be quite a nostalgic touch. The Thar’s journey began with its first generation, which was essentially a rebadged MM540. This initial model laid the foundation for what would become an iconic off-roader in India. The transition from MM540 to Rubicon-inspired Thar is recieved well. However, it’s hard to ignore the striking resemblance to the Jeep Rubicon especially when there are Thar to Rubicon kits are available in India. Interestingly, the Rubicon also comes in a 5-door version, and now with the Thar Roxx, we see a similar trend. Although the side rear profile is extremely different.

One peculiar aspect of the Thar Roxx’s design is the asymmetry in its side profile. The abrupt discontinuity is quite noticeable, with two rectangular windows followed by a sudden shift to a triangular one. This creates a jarring visual break that disrupts the otherwise cohesive design flow.

When a design lacks smooth transitions, it can feel disjointed and unappealing. Buyers might perceive this as a design flaw. Continuity in design often suggests attention to detail and high quality. A break in this continuity may lead buyers to question the meticulousness of the design process or the craftsmanship of the product. A disruption in visual flow might undermine the intended brand message, making it harder for buyers to associate the vehicle with the brand’s core values or aesthetic.

A jarring discontinuity can disrupt the perceived balance of the design, making the vehicle appear less well-thought-out and less desirable.

Several vehicles with unique designs had the potential to stand out but ultimately didn’t fare well in the market. For instance, the Honda Brio featured a transparent boot space, which was an innovative idea but didn’t resonate with many buyers. Similarly, the Maruti Suzuki A-Star had an unconventional design that set it apart visually, yet it struggled to gain popularity.

These examples highlight how bold design choices can sometimes backfire, even if they bring something new to the table. The Thar Roxx, with its unique side profile, might face similar challenges in appealing to a broader audience.