Mahindra & Mahindra has announced that the first unit of the upcoming 2020 Thar will be auctioned to raise funds for select charitable organizations supporting COVID-19 relief work. The auction will be online with registration starting today at a refundable sum of Rs 10000 while the bidding will be held between September 24th and 27th, 2020. The first unit of the 2020 Mahindra Thar will be unique in several ways as it will come with a customized badging on the vehicle which will flaunt the owner’s initials, carry serial number ‘1’ on the decorative plate on the dashboard and leatherette seats.
Announcing the commencement of online registration for the All-New Thar #1 auction, Rajesh Jejurikar, Executive Director, Auto & Farm Sectors, M&M Ltd. said "“As we approach the start of booking for the All-New Thar on 2nd October, we expect a lot of interest and excitement to get the first one booked. The first All-New Thar #1, a coveted piece, will hence be auctioned to the highest bidder with the proceeds going to a COVID-19 related charitable cause. Mahindra will donate an amount equal to the proceeds from the auction to the same charity. There’s no doubt that the best way to own the first Thar is to donate to a COVID charity by bidding online.” The online auction is being conducted by Mahindra First Choice Wheels (MFCW).
Registrations for the auction which is conducted online, will be open to everyone and the prospective bidders will be required to put down a refundable caution deposit of Rs 10,000. The entire bidding will be conducted by Ernst & Young. The winner of the bidding will have five variants and six colour options of the all-new Thar to choose from. The company will match the amount raised at the auction and the entire proceeds will be donated to a charitable organization supporting COVID-19 relief. The winning bidder can also decide on his choice of the charitable organization from three options: Naandi Foundation, Swades Foundation and PM Cares Fund. The 2020 Mahindra Thar will be launched on October 2, 2020 in the Indian market.