What Mahindra BE 6 and Mahindra Thar Reveal About SUV Market Diversification

The Indian SUV market is no longer defined by a single template. Over the past decade, it has expanded into multiple sub-segments catering to varied buyer expectations. The Mahindra BE 6 and Mahindra Thar offer a striking illustration of this diversification. Though both carry the SUV badge, they represent vastly different interpretations of what that identity means.

Together, they demonstrate how the SUV category has broadened to include everything from rugged off-road capability to digitally integrated electric mobility.

From Uniform Identity to Segment Diversity

Historically, SUVs were associated primarily with body-on-frame construction, high ground clearance, and diesel torque. The Mahindra Thar continues to reflect that heritage. Built on a third-generation body-on-frame platform, it prioritises mechanical resilience and terrain-focused capability.

In contrast, the Mahindra BE 6 represents an entirely different direction. Built on the INGLO electric origin architecture, it shifts emphasis from mechanical ruggedness to electrified performance and digital integration.

This divergence illustrates how the SUV segment is no longer confined to traditional definitions.

Electrification as a New Branch of SUV Evolution

The Mahindra BE 6’s electric powertrain options—featuring 59 kWh and 79 kWh battery packs and up to 683 km of certified range—reflect the increasing role of sustainability in SUV development.

Electric SUVs are no longer niche experiments. Instead, they represent a growing sub-segment targeting buyers seeking lower emissions, software-driven updates, and instant torque delivery.

The Thar, powered by internal combustion engines such as the mHawk diesel and mStallion petrol, serves buyers who prioritise long-range mechanical dependability and refuelling convenience.

The coexistence of these two models under one brand highlights how manufacturers are diversifying portfolios to accommodate different mobility philosophies.

Technology-Led Versus Terrain-Led Capabilities

Diversification is also evident in how capability is defined.

The Thar integrates a manual shift part-time 4WD system with high and low reduction gear, emphasising terrain mastery and off-road durability.

The BE 6, by contrast, integrates Level 2+ ADAS supported by five radars and 12 ultrasonic sensors, along with Snapdragon-powered MAIA architecture. Here, capability is defined by predictive safety and digital intelligence rather than mechanical articulation.

This shift indicates that SUV capability now encompasses both physical terrain adaptability and software-enabled driving assistance.

Cabin Experience and Lifestyle Orientation

Market diversification also reflects changing lifestyle expectations.

The Thar offers washable floors with drain plugs and a roof-mounted speaker system, supporting adventurous, outdoor-oriented lifestyles.

The BE 6, on the other hand, integrates dual 12.3-inch super screens, Infinity Roof ambient lighting, and a 1400-watt Harman Kardon audio system with Dolby Atmos, emphasising an immersive cabin experience.

These contrasting cabin philosophies reinforce the idea that SUVs now serve diverse lifestyle narratives.

Buyer Segmentation Within a Single Brand

The presence of both models within Mahindra’s portfolio demonstrates how brands are catering to segmented buyer groups.

● The Thar attracts buyers seeking rugged authenticity, outdoor versatility, and mechanical simplicity.

● The BE 6 appeals to digitally inclined buyers who prioritise sustainability, connected features, and electric innovation.

This segmentation reflects a broader industry strategy—offering multiple SUV identities rather than a singular, uniform product line.

Research and Decision Transparency

As SUV diversification increases, buyer research becomes more critical. Consumers now compare drivetrain types, safety frameworks, digital ecosystems, and long-term ownership implications before making decisions.

On platforms such as ACKO Drive, where vehicles can be compared and purchased online with detailed feature breakdowns, contrasting models like the BE 6 and Thar are evaluated according to individual lifestyle priorities. This digital transparency supports informed decisions in an increasingly diverse SUV landscape.

The Broader Implication for the SUV Market

The coexistence of the Mahindra BE 6 and the Mahindra Thar suggests that SUV diversification will continue to expand. Instead of replacing traditional formats, electrified and digitally advanced SUVs are emerging alongside them.

This indicates that the future of SUVs will not be singular. Rather, it will accommodate multiple pathways:

● Electrified, software-defined mobility

● Rugged, terrain-focused engineering

● Lifestyle-driven comfort integration

Such diversification ensures that SUVs remain relevant to varied consumer expectations.

Conclusion

The Mahindra BE 6 and Mahindra Thar reveal how the SUV market has diversified beyond its original mechanical roots. One embraces electrification and digital architecture; the other preserves rugged, body-on-frame tradition.

Together, they highlight a market that thrives on variety rather than uniformity. As buyer priorities continue to evolve, diversification—rather than convergence—will likely define the next phase of SUV development.

(The views, opinions, and claims in this article are solely those of the author’s and do not represent the editorial stance of The Assam Tribune)