Mahindra Eyes US Entry… Again
India’s largest maker of SUVs is eyeing the U.S. market again.
Mahindra & Mahindra has a long-term goal of entering the U.S. automotive market and is currently working on raising brand awareness in the U.S. with its information technology services and tractors. The company’s current venture in the U.S. began a year ago, when it invested $4 million into opening two facilities in Michigan.
One of the facilities is an engineering technical center in Troy while the other is a small, Ann Arbor-based production facility for GenZe, an electric bicycle and scooter subsidiary. According to the company’s executive director and president of automotive and farm equipment Pawan Goenka, the two facilities are Mahindra’s way of testing “the U.S. market and see if the Mahindra brand can get established.”
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As far as entering the U.S. market. as an automaker, the company has no set timeline and is studying the prospects but is in no hurry to ensure it gets everything right. Mahindra wants to grow its presence in other areas including Europe and China before making a major push in America and admits that it “would certainly consider manufacturing in the U.S.”
[Source: The Detroit News]
Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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