What's Wrong With This Picture: The Mahindra America's Been Missing Edition
Mahindra may have screwed up its US distribution deal (OK, somebody screwed it up), but perhaps the problem was simply that the Indian firm hadn’t sufficiently motivated the American public. After all, we may love simple, rugged diesel-powered pickups here at TTAC, but third-world-chic isn’t exactly a mass-market trend in the US (yet…). No, what Mahindra needs to get its US-market plans back on track is this, the Mahindra Bolero Attitude, a “custom concept” that Mahindra has been teasing on Facebook. It’s got all the Eff-Off attitude of a Hummer (RIP), but Facebook users report between 30 MPG (13 km per liter in the city) and 35 MPG (15 kmpl) on diesel fuel. With numbers like that, America’s love affair with obnoxiously brash SUVs could just make a comeback…
More by Edward Niedermeyer
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That thing is grotesque. Way uglier than their pickup truck, which is ugly enough.
All you naysayers are effin crazy. This thing would sell like hotcakes, especially at the prices Mahindra is targeting. If it had even close to Wrangler-esq off-road capabilities, combined with a efficient diesel powertrain and wanna-be H2 looks, it would kill. Make it a 4-door and it would kill even more. All the Wrangler buyers desperately waiting for a diesel would be happy, the people who wanted an H2 but couldnt stomach the price and/or the crappy gas mileage would be happy. And no big name manufacturer would be competing, since no one else sells a small diesel truck. Sure its a bit over the top, but its a concept car, its supposed to be. Tone it down a bit for production, lose the Rubicon trail accessories and its really a very good design. This is the kind of design that would work for a small company like Mahindra, it would put them on the map, and possibly jumpstart the big guys into offering something different for a change.