Skip to main content
Sister Publication Links
  • Automotive News
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
Subscribe
  • Subscribe
  • login
  • HOME
  • News
    • News by Brand
    • Auto Shows
    • Canadians Abroad
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Dealer Best Practices
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Ferrari
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Stellantis
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Fiat Chrysler
      • Jeep
      • Fiat
      • Lancia
      • Maserati
      • Ram
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • VinFast
    • Toronto Auto Show
  • Opinion
    • Blogs
  • Video
  • Podcasts
  • EVENTS & AWARDS
    • 2022 Auto News Canada All-Stars
    • 2022 Canadians To Watch
    • Notable Champions of Diversity
    • Best Dealerships To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Embracing Diversity Roundtable
    • Embracing Diversity Roundtable Volume 2
    • EVs Decoded
    • 2023 Best Dealerships To Work For nominations
  • Jobs & Classifieds
  • +MORE
    • IN THE DRIVER'S SEAT
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • PEOPLE ON THE MOVE
    • COMPANIES ON THE MOVE
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
    • PUBLISHING PARTNERS
MENU
Breadcrumb
  1. Home
  2. Canada
January 08, 2018 12:00 AM

Dealers wanted: Mahindra looks for Canadians to sell off-road vehicle

India-based automaker has opened a plant near Detroit

Benoit Charette
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Mahindra Group
    Mahindra Automotive North America's headquarters and manufacturing site near Detroit, Mich., houses design, engineering and vehicle development for the expanding group.

    The Mahindra Group, one of India’s biggest business groups, has opened a plant near Detroit and is seeking Canadian dealers for an off-road vehicle.

    “This new vehicle, the Roxor, will be sold in Canada in the summer of 2018,” said Luc Beaubien, vice-president sales for Mahindra Automotive North America. “We will establish a substantial network of dealers across the country, and our primary goal is to put together a different business approach in this segment of the market.

    “The dealer body is the core of our business, and a strong network is the key for success.”

    The off-road vehicle is a first step in a United States. Mahindra already sells tractors in North America.

    ‘LONG-TERM PRESENCE’

    “We want this operation to be the benchmark to future ventures in Canada,” Beaubien said. “It is important to have a first strong impression to let the market know we are serious about a long-term presence in Canada.

    Mahindra has invested US$230 million in the Detroit area. Aside from the plant, it has a recently opened warehouse and logistics operation, as well as a prototype operation. The plant is combined with its North American headquarters, which houses design, engineering and vehicle development.

    Speaking at a roundtable with reporters when the plant opened in November, Mahindra Group Executive Chairman Anand Mahindra said that selling passenger vehicles “remains very much an aspiration.”

    “We have stated on record, that amongst the options open to us are to come in with SsangYong Motors [vehicles], which is our Korean subsidiary.

    “So that could be a very logical step for us to introduce that brand here, but that’s a decision that will be taken by the SsangYong Motors board.”

    Mahindra attempted to enter the United States market in 2006 using independent distributor Global Vehicles U.S.A. to sell compact diesel pickups imported from India. The companies targeted a retail network of more than 300 dealers. But the plan collapsed in 2010 amid the industry's sales downturn and resulted in years of litigation.

    “We did attempt to come in [to the United States], but I think the learning from that is if you're committed to a market, you must come in with your own entity, being the distributor here, and we will certainly use that learning," Mahindra said.

    Mahindra executives believe tractors and other off-road products could be the key to determining whether its passenger vehicles are viable here.

    The Mahindra group’s business lines include utility vehicles, information technology, financial services, agribusiness, commercial vehicles, steel, aerospace, defense and motorcycles. Mahindra employs more than 200,000 people across 100 countries. It is the world's largest tractor company, by volume. It also owns the Italian auto design house Pininfarina.

    Jack Walsworth of Automotive News contributed to this article.

    RECOMMENDED FOR YOU
    2022 Year in Review
    Recommended for You
    BLOCKADE-MAIN_i.jpg
    2022 Year in Review
    Anti Abortion Rally
    Canadian auto writers urge automakers to snub anti-abortion U.S. states
    4 issues
    4 key issues the Canadian auto industry faces right now
    Achyut Jajoo, Rory Macleod
    Sponsored Content: Expert Insights: The Future of Connected Vehicles and Customer Experiences
    Digital Edition
    May 2023 Issue
    View latest issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up today for our Weekly Newsletter, Daily Newsletter and Breaking News Alerts. We'll deliver the news you need to know straight to your inbox.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Subscribe Now

    An Automotive News Canada subscription includes 12 monthly issues – delivered in print to your doorstep, and digitally to your inbox – plus unlimited, 24/7 access to our website.

    Subscribe Now
    Connect With Us
    • Facebook
    • Twitter
    • Instagram

    Our Mission

    The Automotive News Canada mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in Canada.

    Contact Us

    1155 Gratiot Ave
    Detroit MI 48207

    1-877-812-1257

    Email Us

    ISSN 2475-5001 (print)
    ISSN 2475-501X (online)

    Resources
    • About us
    • Contact Us
    • Digital Edition Archive
    • Advertise with Us
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Canada
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Ferrari
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Stellantis
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Fiat Chrysler
          • Jeep
          • Fiat
          • Lancia
          • Maserati
          • Ram
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
        • VinFast
      • Auto Shows
        • Toronto Auto Show
      • Canadians Abroad
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Dealer Best Practices
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Video
    • Podcasts
    • EVENTS & AWARDS
      • 2022 Auto News Canada All-Stars
      • 2022 Canadians To Watch
      • Notable Champions of Diversity
      • Best Dealerships To Work For
        • 2023 Best Dealerships To Work For nominations
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
      • Embracing Diversity Roundtable
      • Embracing Diversity Roundtable Volume 2
      • EVs Decoded
    • Jobs & Classifieds
    • +MORE
      • IN THE DRIVER'S SEAT
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • PEOPLE ON THE MOVE
      • COMPANIES ON THE MOVE
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION
      • PUBLISHING PARTNERS