This upcoming vehicle will be developed by Mahindra Automotive North America (MANA) at its premier facility in Detroit.
Although Mahindra Group is a major producer of pickup trucks, SUVs and commercial vehicles in India, in the USA, it is known mostly for its tractors.
The Mumbai-based automaker's latest foray comes after a plan to sell a pick-up truck based on its Scorpio sport utility vehicle in the US was abandoned at the beginning of this decade amid a legal battle with its dealers.
Mahinda opened a technical center in suburban Detroit in 2012. The company ranks third in tractor production nationwide, but has expressed ambitions to begin producing on-road automobiles in the USA and globally.
Mahindra now operates its North American Technical Center in Troy, a logistics center in Pontiac and manufactures its Gen-Ze scooter in Ann Arbor.
Mahindra and Mahindra opened its new headquarters and an equipment manufacturing (OEM) unit in Detroit on November 20. It expects to have 250 employees in MI by the end of this year. MANA already has a workforce of 250 that will be increased to 400 till 2020 along with additional $600 million in local investment over that same period. "We are committed to growing the Mahindra brand in North America and MI".
Mahindra now sells tractors, scooters and off-road vehicles in the U.S.
In September, Mahindra tied up with former partner Ford Motor in a bid to access to the American company's technology and global distribution networks to expand into new markets in the US and China.
Mahindra and Mahindra today announced the development of an all-new off-highway vehicle called the Roxor. "Again, the idea is to build the brand in a very positive way, with a vehicle that we think demonstrates our DNA, let people kinda get a sniff of us and get used to what we're all about and then you start taking next steps that build on that as we go forward". This centre will also be responsible for development of new platform for India and global markets.
Mahindra lost its dominance in the nation's SUV market to rival Maruti Suzuki, whose compact models Vitara Brezza and Ertiga wrested market share away from the entrenched rival. The benchmark S&P BSE Sensex gained 0.4%.