Police remarks and viral hit-and-run footage put spotlight on Mahindra Thar’s brand image

Thar ROXX

Haryana Director General of Police O P Singh’s recent comments linking Mahindra & Mahindra’s Thar to rash driving has resulted in renewed attention on the SUV’s brand image at a time when the vehicle has figured in some widely reported incidents across northern India. Singh told reporters that Thar owners “perform stunts on the road” and said that “whoever has a Thar, his mind would not be in the right place” -- remarks that quickly circulated online.

The comments follow a series of high-visibility cases in which the Thar has appeared prominently. In mid-October, a speeding Thar allegedly hit two sisters walking near Chandigarh’s Sector 46, killing one and critically injuring the other before the SUV fled the spot. Police later traced the vehicle after analysing CCTV footage, according to media reports.

Earlier this year in Noida, another clip that went viral showing a Thar ramming a young man into a roadside drain in Sector 53 following an argument reportedly linked to an Instagram dispute; police subsequently arrested those involved. In a separate case in Noida, footage of a Thar being driven on the wrong side of the road and hitting multiple vehicles also gained widespread attention.

These incidents have kept the SUV in the public conversation around speeding, road rage and the influence of social-media-led behaviour on Indian roads.

Automotive analysts cautioned that national road-safety data does not support model-specific conclusions. According to NCRB data for 2023, India recorded 4.64 lakh road accidents and 1.74 lakh deaths, with speeding identified as the primary cause. Analysts pointed out that accident and crime statistics are not broken down by vehicle model, making it impossible to draw any evidence-based link between a specific SUV and greater risk.

Mahindra & Mahindra did not respond to queries seeking comment.

Experts caution against reverse profiling

Brand and business-strategy specialist Harish Bijoor said Singh’s remarks reflect what he described as “reverse profiling,” where assumptions about behaviour are inferred from the brand a consumer uses rather than from evidence. Bijoor said brand profiling is intended for product positioning and not for reading backwards into the mindset of the buyer. He added that once such profiling spreads widely, it can influence public memory and affect how a brand is spoken about.

Marketing consultants said the Thar’s high visibility — both as one of Mahindra’s top-selling SUVs and as a frequent presence in viral content — increases the likelihood of the model being associated with isolated incidents. Analysts noted that the Thar’s distinctive design often makes it instantly recognisable in videos, which can contribute to perception even when similar conduct involves other vehicles.

The Thar remains one of Mahindra’s strongest products, contributing an estimated 15–17 percent of the company’s monthly passenger-vehicle volumes. The SUV family crossed the three-lakh-unit sales milestone within five years of its 2020 relaunch, driven by younger buyers and customers seeking a lifestyle-oriented, off-road-capable vehicle. Brand specialists said this aspirational positioning has strengthened demand but also makes the model more vulnerable to shifts in narrative when incidents involving the SUV draw wide attention.

A senior brand consultant said repeated circulation of dramatic incidents featuring a recognisable model can shape how the brand is perceived, even when the events are isolated. The consultant noted that while such developments do not immediately impact sales, they can influence long-term brand associations if similar imagery keeps resurfacing.

Analysts said the Thar continues to post strong monthly numbers, but sustained commentary from law-enforcement officials, combined with the spread of viral road-rage and hit-and-run footage, is likely to keep the conversation around its  brand associations active.