The Mahindra Roxor is the Indian UV giant’s first entry into the American market and is assembled at the carmaker’s facility in Auburn Hills, near Detroit, Michigan. Its top speed of 45 miles/hour (72.4km/h) though is not something its American owners are used to. One tuner has tuned it by flashing the ECU to help raise the power and top speed to something more respectable.
Vivid Racing on their youtube channel shows off the true potential of the Roxor by flashing the Bosch EDC17C55 ECU to increase the horsepower and remove the pesky safety nanny better known as the speed limiter. After flashing the Bosh ECU, the Mahindra Roxor gains around 20hp while torque rises by 20Nm when measured at the wheel. The top sped has also risen from 45miles/hour to 73.7 miles/hour (118.6km/h).
The Mahindra Roxor is a 2-seater SUV that is a throwback to the Willy’s jeep for Americans with its Thar-like design. The SUV uses a 2.2-litre turbo diesel engine that produces 62bhp @ 3,200rpm and 195Nm of torque at 1,400rpm. The Roxor sends power to all four wheels via a 5-speed manual gearbox and also has a 2-speed low ratio transmission to help it deal with the rough stuff.
The Roxor is Mahindra’s first attempt at cracking the American market and is assembled at Auburn Hills, Michigan, near Motor City, Detroit. While the Roxor is currently manufactured in India and shipped to the US as completely knocked down kits, some parts are currently locally sourced. Mahindra aims to raise localisation from the current 20% to 51%.
The Roxor is available in four different variants in the US: Base, Base 2, Limited Edition and Dune Edition. A Special Edition Roxor was also on offer with only 300 units on sale. Prices for the Roxor start from $15,499 (Rs. 10.76 lakhs), which massively undercuts the prices of vehicles sold by the Jeep brand in the US.
The Roxor’s boxy design, reminiscent of the original Willys Jeep and its low price are the reasons why Jeep owner, Fiat Chrysler Automobiles (FCA), has asked the United States International Trade Commision (ITC) to ban the import of the Roxor, claiming that Mahindra would bring down the goodwill associated with the Jeep name thanks to a vehicle that has copied the Jeep design. Mahindra, in response, has said the FCA’s case has no merit. The FCA’s case is still under investigation by the ITC.