Mahindra PH launches 3 new vehicles and 3 showrooms

Mahindra & Mahindra Ltd. head of international sales (automotive sector) Joydeep Moitra, Asianbrands Motors Corp. chair Johnny Hernandez, Indian Ambassador L.D. Ralte, Mahindra & Mahindra Ltd. automotive division president and CEO Pravin Shah, Autocirculo Corp. president Augusto Camacho and Asianbrands Motors Corp. president Felix Mabilog Jr.

Mahindra & Mahindra Limited, India’s leading manufacturer of sport utility vehicles (SUV), has officially arrived in the Philippines.

Mahindra has launched three new vehicles: the Bolero pickup, the Enforcer utility vehicle and the Xylo multipurpose vehicle (MPV).

The Xylo is a three-row MPV slightly smaller than a Toyota Innova. It is powered by a diesel engine.

Mahindra has also opened three new dealerships: Quirino Avenue, Las Piñas and Pasay.

The Enforcer is available as a double cab or single-cab utility vehicle, in 4×2 and 4×4 guise, with a 1025-kilogram maximum payload. It’s powered by a 2.5-liter turbodiesel, good for 100 horsepower and 240 Newton-meters.

A five-speed manual mates with a Borg-Warner transfer case for the four-wheel drive model. Air-conditioning, power steering, locks and windows are standard.

Mahindra has signed a contract with the Philippine National Police  to supply 1,470 Boleros, renamed the Enforcer for the local market.

Shah: Confident that Mahindra will prove to be a smart choice for Filipinos

The Enforcer was chosen after complying with the PNP’s stringent requirements. The vehicle  reportedly can wade through high waters, and traverse the countryside’s rough and dusty roads, all while carrying a full load of passengers and cargo.

Mahindra won the contract at an average bid price of P600,000-plus per unit. The Enforcer’s cab and chassis were made in India, but the body, flooring, roof, seats, siren, radio and other modifications were done at the  factory of the local partner.

That partner is the newly-formed Asianbrands Motors Corp. (AMC), a member of the Columbian Group of Companies.

The Columbian group also distributes BMW, Kia and Peugeot brands in the Philippines.

AMC will be a full-service automotive distributor, handling service and parts as well as sales functions.

AMC has already opened  three dealerships in Luzon, and will soon add Cebu in the Visayas, and Cagayan de Oro and Butuan in Mindanao, all in the next two months. AMC’s vision is to set up 15 Mahindra dealerships, with 12 of them outside Metro Manila.

Mahindra & Mahindra was founded in 1945, originally as a steel trading company. It introduced its first utility vehicle in 1947. Its key vehicles are utility models like the Bolero and Scorpio. It is the world’s largest seller of tractors, and a major supplier of military vehicles in India.

Mahindra will supply 1,470 Enforcers to the national police force.

It was a licensed assembler of Willys Jeep in India. It acquired a majority stake in electric vehicle maker Reva in 2010, and in the South Korean company with previously oddball-looking vehicles, Ssangyong, in 2011.

The company has a global presence, with outlets in Australia, Europe, South America, Africa and Asia.

Mahindra is an Indian conglomerate with more than 200,000 employees in over 100 countries. Its business interests include aerospace, automotive, construction, information technology and real estate.

Mabilog assures the local market of quality service. –

For the automotive business, the company’s focus in the next few years will be in Asean, including Malaysia and the Philippines.

During the launch, Pravin Shah, president and chief executive for automotive of Mahindra & Mahindra Ltd., said:  “We are very pleased with how Mahindra has rapidly expanded its dealer network here in Philippines. With similar operating conditions and customer needs in Philippines and India, I am confident that our range of vehicles will prove to be a smart choice for our customers in this country. We also intend to establish brand Mahindra as the preferred choice for the discerning customers of Philippines.”

Felix Mabilog Jr., president of Asianbrands Motors Corp., said: “We are looking forward to seeing more and more Mahindra vehicles in the country. With a growing dealership network, our customers can rest assured that their Mahindra vehicles will always be in tip-top condition.”