Mahindra Automotive North America (MANA)held the public unveiling of a new, off-road vehicle, the ROXOR. The new ROXOR is Mahindra’s attempt to introducing a 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., the Company’s 70-year automotive history has been forged by making authentic, rugged, purpose-driven vehicles and ROXOR is the embodiment of this history and the brand.
Rick Haas, President and CEO – Mahindra Automotive North America added that the ROXOR creates a new sub-segment in the Side x Side industry and the response from the newly appointed dealer body has been really outstanding.
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 MANA. 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.
