Mahindra to ramp up Roxor production

About 400 units of the off-road utility vehicle, which is based on Mahindra’s Thar, have been sold despite the ongoing litigation with FCA.

Published On Sep 10, 2018 07:00:00 AM

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Mahindra rolled out its new Roxor off-road utility vehicle for the US market back in March 2018 and started production for the side-by-side powersports offering in April.

Speaking to our sister publication Autocar Professional, Rajan Wadhera President, Automotive Sector, Mahindra & Mahindra said that the brand is already planning to increase production of the Roxor at its new Detroit facility as it is expecting to see demand for the vehicle increase.

In order to support this ramping up of production, the Indian brand is also looking at expanding its market presence in North America from its current network of 300 dealerships. Additional outlets have been planned for California state and even in neighbouring Canada, where it is expected to launch in showrooms next year.

Wadhera also revealed that the brand has so far produced 800 units of the Roxor, all of which have been dispatched to the brand’s dealers. Of these 800, 400 have already been sold through Mahindra’s US network.

The two-seat Roxor is based on the Mahindra Thar, and looks quite a bit like the lifestyle SUV sold in India. It features a steel body on a boxed steel frame and is powered by a 64hp, 2.5-litre, four-cylinder diesel engine that powers all four wheels via a five-speed manual gearbox. Top speed is limited to 72kph. The Roxor is not a road-legal model and rivals the Polaris RZR ATV and the Kawasaki Mule Pro series.

While the Roxor is assembled at Mahindra’s Detroit facility, about 50 percent of the model’s parts are sourced from India.

The model has recently become embroiled in an intellectual property rights dispute with FCA.

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In conversation with Anand Mahindra, executive chairman, M&M video