Mahindra’s Detroit assembly plant will roll out off-road utility vehicles; likely to play key role in the brand’s global strategy
Mahindra is all set to set up an assembly plant in Detroit in USA that will help the brand to penetrate the highly competitive UV market of that country. The homegrown market has a long cherished desire to start commercial operation in USA and it has been working seriously to reach that goal. This new plant that will be spread across 400,000 square foot will play crucial role in that strategy.
Mahindra’s Detroit assembling facility will roll out off-road utility vehicles for the US market. Interestingly this plant is going to be the first new factory in the region in more than 25 years. However, it is yet to be disclosed when Mahindra will start rolling out vehicles from this facility. Expect more information to be revealed by the brand n 20th November.
Mahindra has already established its North American wing in troy, Michigan that includes design, engineering and vehicle development centre. Mahindra upcoming MPV that is internally codenamed as U321 has been designed by this centre and it is also expected to design several US market-spec utility vehicles in near future. With local assembling of its utility vehicles, Mahindra will be able to sell its products there at competitive pricing that will help it to grow.
The automaker has been attempting to enter US market for more than 10 years. In initial phase, the brand planned to launch pickup trucks along with other UVs there. It also planned a 300 strong dealership network across the country. But, the plan was postponed in 2010.
Mahindra is known for its wide range of tough off-roaders and American market is known for high demand for such tough vehicles. By stepping a foot in the US market Mahindra will not only expand its business there. It will help the brand to grow its overall global business as well.