Industry News Mahindra


Mahindra ROXOR

AUBURN HILLS, Mich., Oct. 23, 2018 – ROXOR, the all-new off-road only vehicle designed and created by Mahindra Automotive North America (MANA), will mark its first Specialty Equipment Market Association (SEMA) Show appearance in 2018. The debut will come just seven months after ROXOR was first introduced to the U.S. market in March of 2018.

SEMA Show will see the announcement of the new 2019 models while highlighting the full customizability of ROXOR. Attendees will be able to see ROXOR vehicles in two separate locations at the show: booth #38007 in South Hall Upper as well as the ROXOR sales and marketing mobile exhibit in Silver Lots 1-3 #61027. The semi rig located outside will feature several ROXOR vehicles as well as the company’s 2019 accessory line available for the ROXOR. Other ROXOR models will be shown in various other vendor booths throughout the show.

Extensive off-road capabilities and a unique 2.5 liter turbo-diesel engine with an automotive-style 5-speed manual transmission set the ROXOR into its own powersports category. With more than 70 years of history producing rugged and durable vehicles, Mahindra expands their capabilities to the American off-road market with ROXOR. Originally started under license from Willys, Mahindra’s vehicle production has continued since the 1940s. ROXOR can handle the toughest terrain and delivers the perfect multi-purpose work horse including ranching, trail-riding, hunting and camping to name just a few activities. The introduction of 2019 ROXOR models at the SEMA Show demonstrates the expansion of the powersports category at the show.

“The entire team at MANA are beyond pleased to see the incredible amount of excitement and interest for our ROXOR line-up in just the initial six months. Bringing the first turbo-diesel side-by-side to the market with a boxed steel frame and unlimited opportunities for customization, creates a new sub-segment in SXS industry. We’re looking forward to showing everyone at the SEMA Show what we have in store for 2019,” said Rich Ansell, vice president of marketing for Mahindra Automotive North America. “Mahindra has the heritage, the capability and the drive to create vehicles that can handle any job and any trail, and we’re showing the world just that with ROXOR.”

About Mahindra Automotive North America

Mahindra Automotive North America (MANA) is the North American headquarters of the $20.7B Mahindra Group’s automotive division. Established in 2013, MANA now employs over 400 people, and became the first automotive OEM to launch a manufacturing operation in SE Michigan in over 25 years when it began producing the ROXOR off-road vehicle earlier this year in Auburn Hills, MI. Working with affiliate Mahindra teams in India, Italy and Korea, MANA also continues to fulfill its mission as a center of automotive engineering excellence, which includes automotive design, engineering and vehicle development, and is led by a team of veteran industry executives, engineers and designers. For more information, visit and

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