Mahindra announces XUV500, just shows badge

Mahindra & Mahindar execs stand next to mockup of model badge.

Dr. Pawan Goenka, president of Mahindra’s auomotive and farm equipment division, and Rajesh Jejurikar, chief executive of Mahindras’s automotive division, stand next to a blowup of the coming Mahindra XUV500.

Mahindra & Mahindra has announced that it will build a new “global” SUV, dubbing it the Mahindra XUV500, the “500” as a subscript in the press release. In fact, says the company, it shouldn’t be pronounced “five hundred” but rather “5 double Oh. Mahindra says “the double O connotes the added Oomph value in the product.”

Indeed, the Mahindra hopes the name will resonate with Gen X’ers who the Indian vehicle expects the XUV500 to appeal to. The vehicle will be positioned¬† below the top tier of SUVs.

The Indian vehicle maker sells tractors and similar equipment in the United States but has been a perpetual bridesmaid when it has come to importing road vehicles, despite several efforts that never seemed to get beyond signing up dealers and sending out press releases.

The extra-oomph Mahindra XUV500, however, is said to have been designed to go global. According to the announcement, ” consumer research for the Mahindra XUV500 was carried out in various Western markets, South Africa and India, with testing and validation of the product being done across Europe, Australia and South Africa among others.” Mahindra did not say whether market research was conducted in the U.S.

Mahindra also did not release any photos of the Mahindra XUV500, just a pair of Mahindra & Mahindra executives standing next to a huge blowup of the forthcoming vehicle’s model badge. Oh, oh really?

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