The Mahindra Thar Roxx Controversy On Instagram: Everything Decoded

Social media has become one of the most effective platforms for communication and sharing personal experiences. Certain topics can quickly catch the fancy of the masses. Take the newly launched Thar Roxx as a recent example.

Mocked by many as the baby Jeep Rubicon, the Thar Roxx is Mahindra's attempt at making the Thar badge a household name. It's got truckloads of road presence, some serious off-road kit and a luxurious interior package to pamper its occupants. But social media hasn't embraced the Thar Roxx in the way that many, including Mahindra, had expected.

After a couple of videos demonstrating the Thar Roxx's 'hopping' rear axle went viral, many social media influencers in the automotive space showcased the same with their own Thar Roxx. One of those influencers was Arun Panwar, a creator who had previously pointed out the leaking sunroof on his Mahindra Scorpio N. Mahindra had to go through a PR nightmare at the time but the situation was eventually tamed. 

It is safe to say that Panwar and Mahindra have a history!

But this time, things went out of hand. 

The Mahindra Thar Roxx controversy decoded

Arun Panwar, like many auto enthusiasts, was elated to share videos on his new Thar Roxx, showcasing both positive and negative aspects. Prior to the viral axle hopping video, he had shown his Thar Roxx struggling to deal with tricky off-road conditions. 

However, the situation flared up when Panwar documented the axle-hopping issue on his Thar Roxx. The video was widely shared by his followers on Instagram and became the centre of attention. His Thar Roxx demonstrated the axle-hopping phenomenon when reversed with higher revs. Mahindra's PR team had an 'Arun-sized' issue to tackle once again, especially on one of its most hyped products. 

While several other creators and auto journalists took to social media to explain the reason behind the axle hopping, Mahindra's team did not do any such thing this time. Instead of referring to the same axle-hopping phenomenon on other four-wheel drive SUVs, it is said that Mahindra's team got the Instagram account of Panwar and a couple of other creators reported for spreading misleading information and blocking their accounts.

This caught everyone's attention. Although Arun Panwar resorted to creating a secondary account and continued on his quest to...uhm... figure out more issues with his Thar Roxx, the social media community had divided opinion on this. 

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Many believed that Arun Panwar had pushed his Thar Roxx beyond the vehicle's limits in a bid to gain quick attention on social media. Others, meanwhile, felt that Mahindra shouldn't have exercised its corporate might to take down a creator's account, regardless of whether the situation puts them in a negative limelight. 

Although Mahindra has stayed away from commenting on the controversy, Panwar and all other affected creators continue to voice their opinions on what should have been the correct way to address such concerns. 

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Arun Panwar or Mahindra: Who is to blame?

The entire controversy surrounding the Thar Roxx highlights one glaring issue: the nature of social media to make simple issues sensational without examining the core reasons. 

In this case, both parties are to blame.

For Mahindra's marketing and PR team, the ideal way to deal with the situation should have been to address the concerns publicly. Similar to the 'Scorpio N sunroof' controversy, Mahindra should have come out with an explanatory video or social media post, clarifying the reasons behind the axle-hopping phenomenon. 

On the other hand, creators like Arun Panwar should investigate thoroughly before documenting any issue publicly. As a creator with a follower count measured in millions, individuals should take responsibility for sharing correct information and adding to the intellectual well-being of the masses. 

BTW, why do all 4x4 vehicles 'axle-hop'?

Axle hopping isn't a defect. This is a phenomenon that all 4x4 drivers across the world use to their advantage for getting out of tricky off-road situations. Be it a Thar or a Fortuner, any off-roader with a live rear axle suspension setup demonstrates such behaviour. 

According to these explanations, any SUV with a live axle can exhibit this behaviour when reversing at higher RPMs. The reverse gear is off-road vehicles usually handles high torque. When the engine is at a high RPM, the wheels may hop instead of spinning when the driver attempts to reverse the vehicle.

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This phenomenon occurs due to weight distribution. When the clutch is released aggressively with higher revs in reverse, the rear of the vehicle lifts slightly because of the lesser load on the back axle and the natural inertia. The excess torque overwhelms the rear wheels, making the tyres struggle for traction. The mass of the large wheels combined with the nature of the live rear axle and the larger suspension travel (235mm in Thar Roxx's case) contribute to the 'hopping' phenomenon. 

The hopping in 4x4 off-road vehicles can happen on the front wheels too if the weight on the front is less. This was best demonstrated by the legendary Jeremy Clarkson on the 'John' off-roader that he and his co-presenters used to cross the Mongolian terrain in The Grand Tour's Mongolia Special. Check out the clip below.

However, on 4x4 vehicles with modern sophisticated suspension and advanced electronic driver aids like ESP and traction control, the hopping is usually not visible. 

Hence, if your Thar, Thar Roxx, Jimny or Scorpio hops, there's no reason to be worried. Just avoid reversing at high speeds.

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