Mahindra to enter the offroad ATV segment with mPACT brand

Mahindra & Mahindra seems all set to enter the off road ATV segment with a new sub-brand called the mPACT. The mPact brand has recently been registered at the US Trademark Office, which also indicates that Mahindra’s ATV foray could mainly have the US market in mind.

Mahindra mPACT mSeries ATV Teaser Pic
Mahindra mPACT mSeries ATV Teaser

 

Mr. Anand Mahindra, the Chairman of the Mahindra group, just tweeted a teaser image of what seems to be an ATV. While Mr. Mahindra also talks about a “utility vehicle coming to a dealership near you” in his tweet, there in no clarity as to whether the automaker’s ATV foray is limited to the US of A, or whether India will also be a part of the off road utility vehicle plans.

Mahindra is the world’s largest tractor maker and the company has a big presence in the US tractor market. The ATV range that Mahindra plans to sell in the USA could be sold and serviced by the company’s tractor dealerships in that part of the world. The next few weeks are likely to throw more light on the specifics of Mahindra’s ATV business.

ATV is an acronym for all terrain vehicles. This class of vehicles is big in the United States, and are used for both commercial and recreational purposes. With their ability to take on tough terrain, ATVs are used in jungles, deserts and other areas where regular cars and SUVs would find hard to tread on.

Arctic Cat and Polaris are two leading ATV makers in the United States, with many other global brands such as Honda, Yamaha, Suzuki and Kawasaki also selling ATVs. Polaris also operates in India, where it set shop in 2011. With Polaris and a handful of Chinese and Taiwanese ATV makers operating in India, which is still a nascent market for ATVs, it is only a matter of time before Mahindra joins the ATV brigade here.