The Mahindra Roxor, unveiled today at Mahindra Automotive The United States Headquarters (MANA) in Auburn Hillsides, Michigan, can appropriately be known as the Jeep's Indian cousin. In the end, it was initially because they build Willys Jeep under license, from 1947, that Mahindra & Mahindra (M & M) grew to become a significant automaker.
Today, the multinational that is M & M is attempting to interrupt in to the United States automotive market, but not directly. Indeed, the strategists of the Indian conglomerate, who've been studying for any lengthy time various scenarios allowing to market here Mahindra brand vehicles, but additionally individuals of their Korean subsidiary SsangYong, have selected to provide first a little two-seat vehicle intended exclusively for off-road use.
Indeed, the Roxor does not meet North American road safety standards (no airbags, regulatory bumpers, etc.) like, for example, a Jeep Wrangler. With its safety cage and its side nets, it meets the safety standards of off-road vehicles issued by the Recreational Off-Highway Vehicle Association (ROHVA), confirms Luc de Gaspe Beaubien, Vice President Sales and Marketing of MANA, the American subsidiary of the Indian manufacturer.
That's why the builder calls it "side by side", as if it were a classic two-seater ATV sold by BRP, Polaris or ... Mahindra. Remember that Mahindra tractors dealers in Canada and the United States also offer two ranges of ATVs called Retreiver and mPact XTV.
The Roxor targets outdoor enthusiasts: hunters, farmers and all those other people who use a mountain bike to move in the fields and forests.
But this new 4 × 4 does not look like a traditional ATV. That's why the automaker says inaugurating a new niche. After all, at first glance one would think of seeing a Willys M38, this military vehicle that served during the Korean War and whose civilian version called CJ-5 was commercialized from 1954 to 1983, first within the Willys brand and then Jeep.
The filiation with Jeep products is apparent, aside from the grille. For that United States market only, it's five wide fan-formed slits, while what Jeep product has seven slits which are vertical and narrow a motive that is a globally recognized ... and guarded trademark.
The specific size of the Roxor also justify the targeted market. Over a 2019 Jeep Wrangler, that is 4 m lengthy, it's shorter since it measures 3.8 m (a CJ-5 measured 3.4 m). However, its wheelbase is really as lengthy as what Wrangler (2,438 mm against 2,423), nevertheless its is much narrower (1,575 mm against 1,873), an element which will attract ATV motorists.
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