You live only once - YOLO

Mahindra Thar ROXX has just achieved an incredible feat, clocking a staggering 1,76,218 initial bookings in just 60 minutes. Yes, you read that right—60 minutes! This sets a new global record for the fastest ‘0-to-booked’ speed run, and it’s a monumental achievement for an Indian brand. It’s a moment of immense pride, and the real game is just beginning. The official figures for the day aren’t even out yet, and I can only imagine they’ll be even more impressive.

This hype isn’t just a passing trend. It’s a masterclass in strategic marketing, pricing, and creating a compelling lifestyle appeal. In the post-COVID era, where the ‘You Only Live Once’ mindset is prevalent, Mahindra has positioned the ROXX as more than just an SUV—an invitation to live life to the fullest, the ultimate YOLO vibe. It’s not just a car; it’s a lifestyle choice, and it’s set to challenge the leader, Hyundai Creta, in the ‘Family Car’ Olympics!

But hold up—are we looking at a potential price hike with this tsunami of bookings? Odds say Yes. And don’t be surprised if dealers start whispering premiums like they’re selling tickets to a sold-out Coldplay concert! Managing deliveries and keeping the hype train rolling without derailing customer satisfaction? That’s the real boss-level challenge. It’s excellent leadership at the top and super coordination between the design and engineering departments. It’s a case study in itself: Great marketing build-up, a well-engineered car, clutter-breaking, superb pricing and playing the aspirational card of Thar and elevating it to be the only car in the family.

Meanwhile, at the Kia Stadium, the Kia Carnival, the epitome of luxury in the MPV world, has quietly amassed 2,796 bookings despite its hefty ₹64 lakh ex-showroom price tag. This luxury bus-on-wheel, with its unmatched features and comfort, currently has no real rivals. It’s a unique offering that’s sure to pique the interest of the Indian audience, and we can’t wait to see if they vote with their wallets for this feature-loaded limo!

And let’s not forget the big shocker up Kia’s sleeve: the EV9. A full-fat ₹1.3 Crore price tag to go head-to-head with the German biggies like the Mercedes EQE and Audi Q8 e-tron. With legit three-row seating, it’s got the space to win hearts, but can it make Indian buyers look past the “It’s just a Kia” stigma? The feature-rich vs. brand-power debate is getting a serious upgrade. In times to come, others like the Hyundai, Maruti, etc will also bring feature-rich cars with a much higher sticker price than they are perceived to be. 

A few weeks earlier, in Frankfurt, I got behind the wheel of the 2025 Audi RS e-tron GT—and WOW. This “Performance” variant? It’s basically a supercar with a plug! A freakish 0-100 kmph in 2.5 seconds, 1,000 Nm of torque, and 912 BHP that practically defy gravity. It’s sharper and meaner than a Porsche Taycan in terms of looks, though the underpinnings are the same. But can it genuinely convert V8 enthusiasts into EV fans? In the luxury EV world, the battle is on between adrenaline-pumping ICE roars and the silent yet deadly torque monsters. Audi’s bringing its A-game, but India’s love for throaty V8s isn’t going down without a fight. The big question? Will the RS e-tron GT become a “must-have” badge, or will it be a case of “Nice, but I’ll pass”? 2025 is gearing up to be a wild ride already —buckle up!