India's Mahindra & Mahindra, through its American arm, Mahindra Automotive North America (MANA) has taken the covers off the Mahindra Roxor — a new, off-highway vehicle that introduces the Indian brand to consumers in the North American market.
“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 Dr Pawan Goenka, managing director of Mahindra & Mahindra.
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 heavyduty Mahindra turbo-diesel 4 cylinder engine, and an automotive style 5-speed manual transmission.
“The Roxor creates a new sub-segment in the Side x Side industry, and the response we’re 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’ll sit down and discuss the roll-out and future product offerings. We’re approaching our goal of 300 “1st wave” dealers, and expect that we’ll reach this target between now and the end of the show,” said Rick Haas, Mahindra North America Automotive’s President and CEO.
Roxor made by MANA
The Roxor was conceived, designed, engineered and is being produced in Metro Detroit by Mahindra Automotive North America (MANA). MANA is part of the $19B 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.
MANA 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 expects it will create an additional 400 jobs and invest another $600 million in the local economy by 2020.
MANA is Mahindra’s North American automotive headquarters. In addition to leading all North America activity, it 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.
