ROXOR Revisited

New Class of Vehicle

We revisit the ROXOR, the steel-bodied, turbo-dieseled off-highway vehicle from Mahindra Automotive North America, built in Metro Detroit.

The ROXOR is made by Mahindra Automotive, which is new to the U.S. market, but is a 19 billion dollar a year company based in India. Mahindra has been in business for over 70 years and got its start assembling military off-road vehicles under license from Willys, which is the roots of what is now known as a Jeep. The company has continued to build variations of that original Willys and expanded dramatically since that time to include manufacturing tractors, airplanes, motorcycles and cars among other things.

The ROXOR is being assembled in the U.S. at a new plant created in Michigan and is the first of what is expected to be many Mahindra vehicles to be sold in the U.S. in the coming years. Mahindra has invested 1 billion dollars in this new U.S project.

“The Roxor creates a new sub-segment in the Side x Side industry,” said Rick Haas, Mahindra North America Automotive’s President and CEO.

The ROXOR is designed as an off-highway only vehicle for the U.S. It is electronically limited to 45 miles per hour and lacks many of the safety and emissions items necessary to make it a street legal vehicle in the U.S. but many states do allow you to license UTVs. The target buyers include hunting/fishing enthusiast, agricultural and farmers, off-road enthusiast and UTV enthusiast.

The 62-inch width and 96-inch wheel base makes it similar to many current UTV models but beyond that, it is a much different vehicle. For example, it has a steel box frame, steel body and a manual five-speed transmission plus a two-speed transfer case. And under the hood, it has a 2.5-liter turbo diesel engine with a claimed 62-horsepower and 144 pound-feet of torque. That heavy-duty chassis and engine result in a 349-pound payload capacity and 3,490-pound towing capacity, which is significantly more than a typical UTV.

The ROXOR is being introduced with two models available in four different colors. The base model has a suggested retail of $15,400 and the Limited Edition (LE) is $18,400. The LE comes standard with a windshield, mirrors, Bestop bikini soft top, upgraded battery, Warn M8000 winch, Heavy Duty front winch bumper, 40-inch KC HiLites light bar, and an MTX AM/FM Bluetooth sound bar. There is a long list of additional accessories in the works, as well.

The Mahindra ROXOR is an alternative to current UTV models that we believe will be attractive to farm/agricultural and hunting/fishing use. That heavy-duty chassis, payload/towing capacity and range really sets it apart.

Here’s the video that ROXOR Off Road released that tells what the ROXOR is and what it isn’t:

ROXOR Off Road | Us vs. Them