Mahindra Roxor has been unveiled. It is Mahindra’s first ever vehicle to be launched in the United States. To be made at the Mahindra’s new manufacturing unit in Auburn Hills in Detroit, Michigan, the new Roxor is a reworked version of the Thar.

Set to be priced at around $15,000 (INR 9.7 lakhs) Mahindra Roxor will be sold under Mahindra North America or MANA in the United States. Though based on the Thar, it will sport some changes. It will have no doors and ho hard top and windscreen. It resembles the Thar in its grille design and wheel arches and sports the same steel body on a boxed steel frame.

It gets a frugal interior with steel dashboard as compared to the plastic dashboard seen on the Thar and personalization elements include a range of 900 color and wrap options, safari seats and back seats, winches and side enclosures besides light bars and off road wheels.

Engine specifications on Mahindra Roxor includes a 2.5 litre four cylinder diesel engine offering 64 hp peak power and mated to a 5 speed manual gearbox. It gets four wheel drive as standard and top speed is limited to 72 kmph. It is exclusively for off-road use, you cannot drive it on road.

Mahindra has stated that the new Roxor will pose some competition to other side by sides such as the Polaris RZR ATV and Kawasaki Mule Pro series. The Roxor will not go on sale through company’s regular dealership networks but will be sold through new powersports dealer networks so as to target the powersports markets. Besides being used as a utility vehicle the Mahindra Roxor will also serve as a vehicle for US federal postal services.

Dr. Pawan Goenka, Managing Director, Mahindra & Mahindra Ltd. said, “Mahindra’s 70-year automotive history has been forged by making authentic, rugged, purpose-driven vehicles; ROXOR is the embodiment of this history and our brand.”