M&Ms entry in the US is marked by inauguration of Mahindra’s North American Technical Center (MNATC) in Troy, Detroit. In a two phased bid, MNTAC will initially concentrate on products for India while at a later stage, work on M&M UVs and Pick-Ups that the company plans to work on SUVs and UVs for global market, with US being one of them. MNATC has already launched its first product – GenZe electric scooter for the US consumers.
M&M’s earlier attempt to mark its presence in the US met with opposition as the company failed to procure necessary certifications as major development work on the TR40 was being done in India. This time round the company has shifted some of product development to the US while at the same time procuring engineering talent from Detroit which now boasts of 50 engineers to be increased to 200 over the next few years.
Mahindra aims to enhance its presence in global markets especially in the US. MNATC is going to play a major role in achieving that. Currently, MNATC is working on development of next-gen Quanto – U321 and Xylo U421, slated for India launch in 2016-17. Post that, they will work on new global products with special emphasis on meeting customer requirements, regulatory demands, emission and crash safety norms in the US.
MNATC team consists of executives with past experience in companies such as Chrysler, GM, Ford, Dodge, Jeep and Nissan. These executives have a combined experience of over 600 years in design and development of successful vehicles like Dodge Dakota pickup, Ford Explorer SUV, Jeep Grand Cherokee and Tesla’s electric crossover Model X.
Apart from this, Mahindra also has an eye on the tractor market of America. This is the segment where they have achieved a growth of 35-40%, their highest in the US. With stiff competition from John Deere and New Holland, Mahindra has still managed to increase their market share to 10% in the US tractor market. Mr Anand Mahindra has stated that for their tractor business, America is an emerging market.
via Economic Times