AUBURN HILLS, Mich. (Reuters) – “Warning: Don’t do anything stupid!” reads the sign to the right of Rick Haas’ office computer.
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.
The motto might also apply to the Indian automaker’s latest attempt to enter the U.S. auto market – an effort Haas, a former executive at Ford Motor Co and Tesla Inc, is leading.
(GRAPHIC: Mahindra eyes U.S. auto market as new car sales are poised to stall – tmsnrt.rs/2F5aj1u)
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.
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.Read More