If you haven’t heard of Mahindra & Mahindra (M&M), the Indian automaker, you’re not alone. Founded in 1945, the company’s main market is India, but the automaker exports some of its vehicles to Western Europe, Russia, South Africa and Malaysia. However, the company now has its eye on the lucrative US market, with plans to ship its state-of-the-art Mahindra Scorpio pickup truck to the US starting in 2009.
Will the company follow through on its plans and how will consumers react to an Indian-made truck? That remains to be seen, but the seeds have already been planted. Read on to find out more about this interesting car company.
Mahindra sees a big void in the small truck segment, one that the company aims to fill. Sure, the Ford Ranger, Toyota Tacoma, and Chevy Colorado are among the many small trucks available for sale in the US, but Mahindra has something in mind that no other truck offers: at least one version of its pickup. up Mahindra Appalachian will be a diesel-electric hybrid, an unusual but potentially highly beneficial truck that the company believes will be well received.
With a 2.2L diesel engine, the standard Appalachian should deliver 30-35 mpg, which is much higher than the class-leading 26 mpg for the base Ranger, but the hybrid model would probably top 40 mpg for a truck that is expect it to cost less than $25,000.
Currently, Mahindra still needs to ensure that the Appalachian meets strict US emissions and safety requirements before the truck can go on sale. In addition, a dealer network must be established, something that could delay the truck’s debut unless the company turns to its existing Mahindra Tractor dealers to sell the truck, a network that already exists in the US. In that case, Mahindra would have a ready pool of available dealers who are already selling Mahindra products to the same customers the company believes Appalachians would buy: farmers.
We still don’t know much about the Appalachian other than to say that it could be a real game changer for the truck market. Although diesel fuel costs about seventy-five cents more than regular gasoline, it is 30% more fuel efficient. Choose a hybrid and that difference will increase your fuel economy by at least 50%, something many American farmers would probably accept.
Quality is a concern that could sink the Mahindra, but the good money is on Mahindra to get it right before the truck’s debut.