New VP of Sales and Marketing at Global Vehicles While Delays Remain Likely

Dan T. Najour has been named executive vice president of sales and marketing for Mahindra importer, Global Vehicles USA. Najour replaces Larry Daniel in the senior vice president position and brings with him 30 years of automotive sales experience to the GV-USA organization.

It is unclear what circumstances lead to the replacement of Daniel. However, GV-USA and Mahindra are said to still be working toward an eventual 2010 launch. Rumors lead us to believe that US-bound Mahindra TR20 and TR40 pickups will be manufactured in India beginning in January 2010 with a soft launch (key markets first) expected in February of 2010. However, some dealers are stating that they expect trucks in mid-May 2010.

NHTSA and EPA approval of the vehicles is still unknown. In a mid-November interview, GV-USA spokesman, Mike Geylin stated that NHTSA and EPA approval had not yet been given for the new-to-the-USA vehicles, but were expected sometime in the first quarter of 2010. Specific dates were not given.

The timing of several elements will have to fall perfectly into place for a February rollout. Details of the Mahindra dealer network throughout the US have yet to be announced or confirmed, US government vehicle approvals are unknown, and marketing has been non-existent. Hopefully it all comes together and we can get some first impressions of the TR pickups early this spring. It’s likely to be a very busy Holiday season for GV-USA.

Sources: PickupTrucks.com, MotorAge.com, MahindraTruckBlog, MahindraTruckForum

Special Thanks: Joe Callimachus and Pee Wee at MahindraTruckForum

Crowd Sourced Marketing

I am in no way picking at the scab that is a certain company’s (lack of) marketing effort for a new vehicle that is set for its US debut in February of 2010. I provide this information as a general interest item following the excitement that the 2011 Ford Fiesta has created at the LA Auto Show this week.

If you haven’t seen the Fiesta or caught any of the buzz around the car, do a quick Google search for it. The car may not be your cup of tea, but the launch and excitement created around it are fantastic and worthy of a few moments of your time.

Not only is the pre-launch hype there, but Ford is actively searching out everyday people who are fans of the Fiesta to (gasp!) help market the car for them.

If you go to the Fiesta website, FiestaMovement.com you will see a letter asking for creative people to put together a team of two and brainstorm marketing and advertising ideas. There will be 20 teams selected to operate in specific parts of the country. Each team will be given a new Ford Fiesta with gas and insurance, and will be partnered with local advertising professionals to create their campaign. Oh, and the team gets a chance to win a new Fiesta when all is said and done.

The crowd-sourced advertising campaign is a great idea. Let the customers who are impassioned with the brand do the hard work for you. In fact, give them all of the tools, information, and resources they need to be extremely successful and spread the word.

I wonder what other company could benefit from this type of grass-roots, viral advertising and marketing. It seems to me that there is a particular company who is new to the US and on the verge of a product launch, and could easily organize an effort of this kind. This is a company who could potentially reap tangible rewards for creating some type of advertising campaign in any form. Who could that be???

Hummer, Jeep, Land Rover…. Mahindra

It’s been quite a while since we’ve heard any new news or rumors on the Mahindra truck launch in the United States. Is Mahindra steadily and methodically moving forward with their plans? We assume they continue to see the opportunity before them through the haze of Detroit’s implosion.

On the surface, it seems like bad timing for Mahindra’s plans to bring a rugged diesel truck to the US market. But take a deeper look at what is going on with the competition and all of the necessary justification is right there:

Hummer - is rotting on the vine. It’s on GM’s chopping block. AM General and a Chinese company are the only interested parties and their intentions are uncertain at best. Still a great unique line of vehicles with strong premium brand identity. GM could do so many things to make it a viable brand, but apparently they can’t figure it out.

Jeep - is the emasculated shell of its former self. At one time it was a brand that made a strong statement about the individuality and outdoor lifestyle of its owner. Now it is a gelded byproduct of Chrysler platform sharing and build quality that never made it past 1983. The only hope for Jeep’s legacy is that Cerberus sells the name outright, and someone comes in and puts the Compass, Liberty, and Patriot out of their misery.

Land Rover - has managed to keep its identity and prestige intact even though sales are horrendous. That is a real testament to Ford’s ability to make it a shining star in their now dismembered Premier Auto Group. Land Rover will carry on, now owned by Tata Motors. This is extra incentive for Mahindra to compete head to head with their Indian rival.

By competition, we mean that we are only considering unique brands. Mahindra does not intend to go head to head with Chevy, Ford, Dodge, Nissan, and Toyota pick ups or SUVs. They hope to carve their own niche with a more exotic and unique vehicle. A heavy duty, mid-sized, luxury, diesel or diesel/hybrid pick up and SUV. This is why we consider the closest comparable brands and vehicles to be: Hummer, Jeep, and Land Rover.

Mahindra will be offering a vehicle that is on par with these premium brands for quality and luxury, but far more rugged and for a much lower price. Picture a Hummer H2T with a diesel, better load and towing capacity, and for less than half base price. Okay, maybe you don’t get the ‘look at me’ value of a Hummer, but if that is a concern for you, you certainly aren’t going to drive a Mahindra anyway.

Cheers to Mahindra and their continuing efforts.

Mahindra People

Mahindra will undoubtedly have a long and winding road leading to the hearts and minds of the United States’ small and mid-size light truck customer. In late 2009 Mahindra will introduce its diesel pick-up truck to the US market at a time when petroleum-based fuel prices are the highest they have ever been, and the sales of light trucks are at record lows. This is a significant cultural shift for such a truck-centric, and recreation loving society.

The question is: Does Mahindra have what it takes to introduce a new vehicle in the US at possibly the worst time and make it a success?

The answer is: Yes.

This is not a simple “yes” though. There are many reasons to give for this prediction of success. The most compelling reason for me is Mahindra’s people. If you are curious, spend some time reading the employee blogs at Mahindra Universe. These people are smart, innovative, globally knowledgeable, and passionate about Mahindra. Realize that the people are the backbone of any corporation. A miserable corporate atmosphere will breed questionable product. I won’t site examples here, but I’m sure you can think of a few. On the other side of that, a corporate atmosphere of growth, encouragement, and appreciation can produce a world-changing product. A company with the right attitude has the ability to make molehills out of mountains. Think Apple or Google.

This is taking just a small bite out of this topic. The point is that Mahindra is powerful via the strength of its people. We’ll dive deeper into the world of Mahindra in future posts!