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.

Trouble in Detroit Leads to an Exciting Future for the Automobile

This is not one of the thousands of articles being written about the doom and gloom of the economy and the imminent death of at least one of the US Big 3 auto makers. To me, that’s old news. For the most part, we know where this is all going. Everyone has their version of how Detroit will die, and frankly who cares. It’s already time to move on.

This is about the light at the end of the tunnel. This is about looking past the current situation in Detroit. When one door closes, another opens. The door is opening in the automotive world and a few people are brave enough to poke their heads in, take a look around, and size up a whole new world.

The potential death of GM, Ford, or Chrysler will allow for the rise of new companies who frankly, get it. Just as forests require fire to renew themselves, the current state of the auto industry is clearing the way for the strong to survive and new growth to flourish.

So, who is part of this brave new world? Companies that already exist but have been savvy enough during the good times to have invested heavily in emerging technology. Companies who have created niches for themselves or have created products people feel a connection with and a passion for. Companies that don’t even exist yet, but will soon make their indelible mark on our automotive culture.

A few notable examples to mention are Tesla, Fisker, Hyundai, and Mahindra. These companies understand how to think the way the market thinks, and are anticipating our future needs:

- Tesla is changing the perception of electric car performance and elevating electric car design and engineering to a level rivaling established high performance roadsters.
- Fisker is creating a performance luxury hybrid sedan called the Karma. The Karma combines amazing performance and world class styling to highlight their unique American brand and environmentally conscious mission.
- Hyundai has established i2 (their advance product development process) to elevate brand image and develop niche vehicle concepts from the top down to create products future consumers will find intrinsic value in and hopefully, lust for.
- Mahindra is anticipating a need in the US market for a rugged pickup with big truck capacity and hybrid small truck fuel economy. Mahindra also has plans to bring its diesel hybrid technology to US market vehicles and is likely planning full electric cars in the near future.

These are just a handful of new and established automotive manufacturers. There are vehicles, brands, and companies being conceptualized as you read this that are going to take advantage of the current global economy and blow us all away over the next few years. For car people, we are about to witness the most intriguing, and possibly the most golden age of automobiles ever seen.

Lead photo of Mahindra Scorpio Hybrid shown at SAE 2008 Conference via: MotorTrend

Mahindra Pickup: What’s in a name?

Mahindra has announced and subsequently un-announced a tentative name for their new pickup truck set for sale in the U.S. market in 2009. The name that had initially been chosen, proposed, or just possibly tested for public reaction was: Appalachian.

It’s unknown why this name was withdrawn this past summer as no explanation was given. However, I suspect that after some research, Mahindra and Global Vehicles received unfavorable feedback from the Appalachian name. It’s unfortunate, but understandable that there tends to be a negative connotation associated with the Appalachian name and what is traditionally considered the Appalachian region of the Southeastern United States. I have a feeling many Americans have visions of poverty and social backwardness, propagated by movies and urban legend which shine a dim light on people who live off the land in remote areas of the United States. Doubly unfortunate is that most people seldom realize the Appalachian Mountain Range extends well beyond the American Southeast. The Appalachian Chain actually includes all regional mountain ranges (such as the Smokey, Blue Ridge, Pocono, Catskills, Adirondack, Green, and White Mountains) extending across the east from Alabama to Newfoundland, Canada.

I’ve spent most of my life living and recreating within the Appalachian Chain, mostly in New York State between the Pocono’s, Catskills, and Adirondacks. I’ve been fortunate enough to have seen many pieces of the range in nearly every state they pass through, and even in Nova Scotia, Canada (lead photo of Appalachian Range touching the Atlantic Ocean on Cape Breton Island, Nova Scotia courtesy Jaime Winfield).

So, what will the name officially be? In Australia, Mahindra calls the truck: Pik-Up. Truthfully, I think that’s a fine name, but I doubt it will stick. I’m certain that US marketing wordsmiths will not find that at all acceptable and will want to give it a rich and majestic (i.e. fancy) name. Hopefully they don’t force something too pretentious upon us. Maybe they’ll keep with the Appalachian Mountain theme and give us something palatable to the masses, yet representative of the ruggedness of Mahindra trucks. Adirondack, Berkshire, Blue Ridge… these could work. With the Adirondack Mountains in my back yard, I am certainly biased toward that name.