Mahindra’s ROXOR to ‘roar’ off-road

Mahindra has unveiled its new off-road vehicle- ROXOR- in the North American market. Unlike the plastic-bodied, belt-driven vehicles long accepted in this 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.

“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,” said Mahindra Managing Director Pawan Goenka.

The ROXOR was conceived, designed, engineered and produced in Metro Detroit by Mahindra Automotive North America (MANA). It is part of the $19 billion Mahindra Group and recently opened a new NA Automotive headquarters and manufacturing centre in Auburn Hills, MI.

“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 18-20, 2018, in San Antonio, Texas, where we’ll sit down and discuss the roll-out and future product offerings,” said Rick Haas, Mahindra North America Automotive’s President and CEO.

Mahindra Automotive North America has created 300 new jobs and invested over $230 million into Southeast Michigan. The company anticipates creating an additional 400 jobs and investing another $600 million in the local economy by 2020, the company said.