Quote Of The Day: The Case Of The Missing Mahindras Edition
When something that sounded too good to be true (say a cheap, compact, diesel-powered pickup) keeps getting delayed, you eventually just make your peace with the whole “too good to be true” part. That’s the only explanation for our recent lapse in Mahindra coverage: the news is depressing enough as it is. We last updated our Mahindra tag back in December, with news that a “Middle Spring” launch would be the latest of several delays for the Indian pickup venture. A news clipping [ PDF] touting a March launch is still available at the Mahindra USA website. The latest from an actual human being? Mahindra’s US distributor John Perez tells Automotive News [sub]:
I don’t want to speculate anymore
Ruh Roh!
The president of Global Vehicles is standing by his Indian manufacturers, and says he can wait for (gulp) up to two more years.
It’s a battle with Mahindra to get information from them. It’s not because they don’t have the information. It’s the culture. They don’t like to make announcements. I argue with them all the time about this issue. I say, “Guys, give the dealers transparency. Tell them step by step where we are.” I’ve told them, “The credibility is going to go away if you don’t step forward and tell the dealers where we are.” But they say they don’t like to announce anything until it’s done
So far there’s been no official announcement of anything related to EPA certification, except that testing is finished and certification documents will be filed “soon.” With 30 days processing time, and 30 to 60 days to ship pickups from India still facing the venture, Mahindra will be lucky to start selling trucks by the end of the summer. Unless there’s another delay, of course.
More by Edward Niedermeyer
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Ha! The road in the cheesy photochop ad is a couple miles from my house. As far as looks go, given the number of ugly vehicles that sell in significant volumes these days (Camry, Accord, did I mention Camry...) the styling may not put off as many customers as the B&B might at first think. I was discussing small trucks with some guys who like such things but don't follow the industry too closely, and mentioned M&M looking at selling these trucks. The reaction was pretty positive - one fellow had experience with M&M's tractors and expressed interest on a truck for his farm based on that alone. The others echoed the typical frustrations with the current small-ish trucks (the geriatric Ranger design, Tacoma bloat, etc.) and thus liked the idea of a new player in the market. Whether any of them would actually make such a purchase is of course open to speculation, but there could be a real opportunity for M&M to sell to farmers and ranchers. Something else that could factor into sales is the credit certain taxpayers get for off-highway use of diesel fuel. That could sway some buyers looking to write off a portion of the ownership expense.
Yes Mahindra has been quiet, Mr. Perez did the last talking, but I expect Mahindra to begin talking soon about the launch… an announcement can’t be too far down the line. And when that happens, it will be a good day for all truckers waiting for a fuel efficient, diesel compact workhorse.