Mahindra Opens New HQ and Manufacturing Facility in Metro Detroit, Reveals Brand Identity for New ROV

Mahindra had its Formula E electric racecar on display along with some of their UTV products leading up to the new ROV launch later in 2018. The company is investing an additional $600 Million into their North American facilities.

As a strong indication of its growing presence in North America, Mahindra Automotive North America (MANA) opened a new North American HQ and manufacturing operation on Nov. 20 in front of gathered media and locally elected officials. It is the first such new OEM facility in Southeast Michigan in over 25 years.

The new facility will produce an off-highway vehicle that will extend Mahindra’s current position in this growing segment. Designed and engineered by MANA, the vehicle promises to be unlike anything currently on the market. The company gave the media a teaser of the new vehicle that was covered up with a tarp as they unveiled the brand name, which will be called ROXOR. The vehicle’s official launch is set for early 2018.

Mahindra Group Chairman Anand Mahindra spoke to the media about why they chose Detroit and the U.S. for new investment.

Mahindra Group Chairman Anand Mahindra, Automotive Division EVP Rajan Wadhera and MANA President and CEO, Rick Haas participated in the facility inauguration along with Michigan Lieutenant Governor Brian Calley and Members of Congress Brenda Lawrence and Dave Trott. The event was also attended by elected officials, business leaders and Mahindra employees.

“This is an exciting day for Mahindra, our terrific employees and Detroit. I couldn’t be prouder to be here to help open this new facility today,” said Anand Mahindra. “This building opening represents our company’s growing presence in North America and locally in the Metro Detroit area where we have tripled our workforce during the past 18 months. We are committed to growing the Mahindra brand in North America and Michigan.”

The company’s Off-Road Vehicle brand identity was unveiled but we are still waiting to see the vehicle which is in the final stages of development.

“This expansion represents a milestone for us and for Michigan,” said Haas. “We started this operation with seven people four years ago — to be crossing the 250 mark is a testament to the hard work of our employees and what this region has to offer in terms of top automotive talent.”

MANA is part of a $230 million investment in Southeast Michigan that also includes a recently-opened warehouse and logistics operation in Pontiac and an existing prototype operation in Troy. In total, Mahindra has grown to 400,000 sq. ft. across three Detroit area facilities. Over the past 18 months, MANA will have tripled its workforce to 250. By 2020, additional planned projects will result in 400 more jobs and another $600 million in local investment over that same period. In addition, MANA will continue to provide Metro Detroit-based engineering support for new vehicle platform development for India and global markets.

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Mahindra Automotive North America (MANA)