Mahindra introduces ROXOR, creating a new sub-category in the Side x Side powersports segment
Mahindra’s auto business began 70-years ago with a license to build Willys vehicles for the Asia region
Mahindra launches new powersports dealer network to distribute ROXOR
Mahindra Automotive North America (MANA), part of the USD19 billion Mahindra Group and Mahindra’s North American automotive headquarters, held the public unveiling of Mahindra’s ROXOR—a new, off-road vehicle.
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.”
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 Mahindra Automotive North America (MANA). MANA is part of the USD 19 billion Mahindra Group and recently opened a new NA Automotive headquarters and manufacturing center in Auburn Hills, MI. 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.
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.
Mahindra Automotive North America (MANA) is Mahindra’s North American automotive headquarters. In addition to leading all North America activity, MANA is a comprehensive automotive design, engineering and vehicle development center. Established in 2013 and located in Auburn Hills, Michigan, MANA’s team of veteran executives, engineers and designers working with affiliate Mahindra automotive teams in India, Korea and Italy, is playing a key role in growing Mahindra’s global automotive business.
Learn more about Mahindra Automotive North America at: www.mahindraautomotiveNA.com
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