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.”
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]