Mahindra Vehicle Sales and Service, Inc. has announced that it will reveal its new ROXOR off-highway vehicle March 2. In preparation for distribution, the company has already signed 215 power sports dealerships over a four-month period.
The reveal will occur at their assembly plant in Auburn Hills, Michigan. Mahindra will officially launch the product at a National Dealer Meeting scheduled for March 18 – 20 in San Antonio, TX., where dealers will be presented future product plans and consumer marketing programs.
“The tremendous response we’re getting from our dealers is proof that we’re bringing a product to market that will create a whole new sub-category in the SXS segment,” said Rick Haas, president and CEO of Mahindra Automotive North America.
Mahindra began hiring its sales staff late in Q3, 2017 and now has an experienced team of 17, who spearheaded dealer recruitment beginning in October 2017.
“We knew we had a game-changing product, and we’ve put together a competitive dealer agreement, but the positive response and signups we’re getting has far exceeded our expectation, and these are all topline dealers, not “C” dealers willing to take on anything,” said Luc De Gaspe Beaubien, VP of sales and service.
Don Musick, Founder/CEO of Genesys Technology Solutions, and a well-respected powersports industry analyst with over 25 years industry experience confirmed the company's unprecedented growth.
“In the 15 years that we have been monitoring powersports dealer networks, no other OEM has achieved this level of net dealer signups annually, let alone in 4 months. Their plan has gained a lot of traction very quickly,” Musick said.
According to de Gaspe Beaubien, the rapid growth is partially due to a competitive dealer agreement.
“Mahindra’s dealer agreement is designed as a pull-system model that includes competitive dealer margins, a true order-to-delivery system, and a solid dealer support infrastructure – all in place now,” de Gaspe Beaubien stated. “When our product hits the market next month, our dealers will be poised to earn significant profits.”
The new product, unlike anything on the market today, will be fully assembled and supported at a new 150,000 square foot facility in Auburn Hills, MI, just north of Detroit, and is backed by a solid, well-established organization. Mahindra has been building vehicles for over 70 years including tractors, automobiles, trucks, military vehicles, airplanes, motorcycles and more.
ROXOR was designed, engineered and will be assembled in Auburn Hills, MI by Mahindra Automotive North America (MANA)—the newly established NA Automotive headquarters of the $19B Mahindra Group. MANA’s new HQ 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.