Mahindra Automotive North
America (MANA), part of the Mahindra
Group and Mahindra’s North American automotive headquarters, held the public
unveiling of Mahindra’s Roxor—a new, off-road vehicle.
Unlike the plastic-bodied,
belt-driven vehicles long accepted in the Side x Side category, Roxor offers a
simple, hard worn approach, featuring a steel body on a boxed steel frame, a
heavy-duty Mahindra turbo-diesel 4 cylinder engine, and an automotive style
5-speed manual transmission.
Roxor was conceived, designed,
engineered and is being produced in Metro Detroit by MANA. MANA’s new operation is the central component
of the 400,000 sq. ft. (spanning 3 facilities) footprint Mahindra now has in
Metro Detroit and is the first OEM manufacturing/assembly facility to open
operations in Southeast Michigan in over 25 years.
Roxor signifies Mahindra’s
commitment to introducing its tough, no-nonsense automotive heritage to the
consumers in the North American market. Roxor’s
design demonstrates that Mahindra intends to stay true to its roots of
industrial-grade construction and durability.
According to Dr. Pawan Goenka,
Managing Director, Mahindra & Mahindra Ltd., “Mahindra’s 70-year automotive
history has been forged by making authentic, rugged, purpose-driven vehicles; Roxor
is the embodiment of this history and our brand.”
Rick Haas, President and CEO -
Mahindra Automotive North America “The Roxor creates a new sub-segment in the
Side x Side industry and the response we are getting from our newly appointed
dealer body has been really outstanding. We have a National Dealer Meeting
scheduled on March 18-20th, in San Antonio, Texas, where we will sit down and
discuss the roll-out and future product offerings. We are approaching our goal
of 300 “1st wave” dealers and expect that we will reach this target between now
and the end of the show.”
Mahindra Automotive North America has, to date, created 300
new jobs and invested over $230 million into Southeast Michigan. As both Roxor production
and other programs ramp up, Mahindra anticipates creating an additional 400
jobs and investing another $600 million in the local economy by 2020.
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