'Warning: Don't do anything stupid!' reads the sign to the right ...
AUBURN HILLS, Mich. - “Warning: Don’t do anything stupid!” reads the sign to the right of Rick Haas’ office computer.
A decade ago, Mahindra tried to break in to the U.S. market with a low-cost pickup truck. The foray ended in failure and a lawsuit from dealers demanding their franchise fees back. But the United States is a mature market that most industry executives say is heading for a downturn, and it is already crowded with over 40 automotive brands and 300-plus models on sale.“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.
The Korean carmaker launched cheap models in the United States in 1986, as Toyota Motor Corp and Honda Motor Co Ltd had done before. Hyundai scored early successes, but quality problems set the brand back, and forced a relaunch. Now, it is overhauling its U.S. strategy, shifting from sedans to SUVs. The Roxor stands out because it looks like a World War II Jeep. Mahindra has had a license since the end of that war to make such vehicles in India. Municipalities, mining and construction companies, and many others seeking rugged off-road vehicles have shown interest, Haas said.
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