Mahindra, a well-known auto and tractor manufacturer, revealed two new turbodiesel powered utility vehicles, the Roxor and Roxor LE. The 152cc engine puts out 62 hp at 3,200 rpm and 144 ft lbs of torque at 1,400 rpm. The retro styled exterior is reminiscent of a classic Jeep and is married to a boxed steel frame. The Roxor seats two, has a top speed of 45 mph and 9″ of ground clearance. Both models are targeting recreational users. The vehicles are assembled in Mahindra’s Auburn Hills, Michigan plant. Other key specs include:
- 3,490 lbs towing capacity
- 349 lbs cargo capacity
- 5 speed transmission
- Selectable 2WD/4WD
- Rigid leaf spring front suspension with stabilizer bar
- Leaf spring rear suspension with hydraulic shock absorbers
- Hydraulic front disc and rear drum brakes
- Hydraulic power steering
- Halogen headlights
- Underseat storage
- Available in Carbon Black, Classic White, Fire Orange or Tahoe Blue
- MSRP: $15,499
The Roxor LE adds the following features:
- Bestop Bikini soft top
- Warn 8,000 lb. winch
- HD front bumper with mounting plate and HD battery
- 40″ KC HiLites Light Bar
- BF Goodrich KO2 radial off-road tiers
- MTX AM/FM bluetooth sound bar
- Side and rearview mirrors
- ROPS mounted grab handles
The MSRP for this limited edition model is $18,899. Company marketing material indicates a Dune Edition will be coming later in California.
A marketing program to support the new vehicles will be launched this Spring and the vehicles will be available from over 240 Mahindra powersports dealers in the US.
SVR’s Take: I think the very Jeep-like look could prove popular, although not everyone may want a diesel powered UTV. The styling really sets the vehicle apart in a market where there are plenty of options and more seem to materialize every day. If it proves popular I wouldn’t be surprised to see some of the larger players in the market come out with similar styling.
This is another example of an agricultural equipment company more aggressively moving into the UTV market to take advantage of their existing distribution channel. However, Mahindra appears to be putting more resources in the most by designing and manufacturing the vehicles themselves, and establishing dedicated new facilities in the US.
A quick perusal of their dealer network shows a large number of agricultural and power equipment dealers. The diesel powertrain makes the UTV a natural fit on farms. The company may have difficulty reaching beyond the farm and large area home owner market, which are a primary target given Mahindra’s popularity in the tractor market. It would appear that this vehicle could have wider appeal beyond these segments, but Mahindra may have to be creative in developing dealers or partnerships to expand the reach of their current distribution channel.
Marc Cesare, SVR