Mahindra’s ROXOR was recently unveiled to the North American market at the company’s Auburn Hills, Michigan, manufacturing facility on March 2. ROXOR’s design is a derivative of Mahindra’s licensed Willys vehicle, which has been built and sold in India since 1947, called the Thar.
While the ROXOR is similar, it has been completely redesigned for the U.S. powersports market. It has a stamped-steel body, 5-speed transmission and a diesel engine. It’s a baby Jeep that will retail for around $15,000-18,000, depending on the trim level.
“Mahindra’s 70-year automotive history has been forged by making authentic, rugged, purpose-driven vehicles; ROXOR is the embodiment of this history…and our brand,” Mahindra Managing Director Pawan Goenka stated.

On hand for the launch were several local and federal government officials who were thrilled to see a new vehicle and factory in Michigan. Mahindra is investing $1 billion …with a “B”… into the area, so they should be pleased. And dealers who’ve signed up are also pleased and pleasantly surprised by the looks of the ROXOR and its category shifting presence.
“The $19 billion company, in the midst of a plan to invest $1 billion in the U.S., is investing heavily in the state of Michigan, including the support for this new powersports product and launch effort,” said Luc de Gaspe Beaubien, vice president, sales and service. “We’ve already reached 10 percent of our signing goal for new dealers simply due to the attractive program and solid business plan we offer.”
MANA’s target is 300 “Wave 1” dealers of which they currently stand at about 230. They expect to complete the first wave of dealer sign-ups before the end of March before their first national dealer meeting in San Antonio, Texas, on March 19, which is the official launch. The company will be making a big splash in the market, and dealers are signing on fast. We can think of
a billion reasons why.