“There’s not a line waiting out the front door of every potential newcomer to North America of people saying ‘I cannot wait for a new car to show up here today,’” said Larry Dominique, North American head of PSA, which has also taken a cautious approach to relaunching here. Mahindra has built around 3,000 off-road Roxors and is using the model, which starts at around $15,000, to demonstrate to American consumers and dealers “acutely aware of our previous experience” here that the Indian automaker can build a reliable product before it launches mainstream models for use on American roads, Haas told Reuters. Haas, the automaker’s North American chief executive, says this time Mahindra has a more cautious “pay-as-you-go strategy.” Instead of starting with a truck or passenger car, Mahindra is reintroducing its brand with the Roxor, a vehicle that looks like a vintage Jeep. The foray ended in failure and a lawsuit from dealers demanding their franchise fees back. auto market as new car sales are poised to stall - tmsnrt.rs/2F5aj1u)Ī decade ago, Mahindra tried to break in to the U.S.

auto market - an effort Haas, a former executive at Ford Motor Co and Tesla Inc, is leading.

The motto might also apply to the Indian automaker’s latest attempt to enter the U.S. It is the same tongue-in-cheek warning affixed to the dashboard of every off-road Mahindra Roxor vehicle that Indian automaker Mahindra and Mahindra Ltd assembles in a suburb north of Detroit. Mahindra Automotive North America quality control workers inspect ROXOR off-road vehicles at the MANA Plant in Auburn Hills, Michigan, U.S., January 30, 2019.

Mahindra vehicles usa