PickupTrucks.com broke news yesterday (via
GlobalAtlanta.com) that US-based vehicle importer, Global Vehicles, USA, has filed a lawsuit against Indian SUV manufacturer Mahindra & Mahindra Limited.
Global Vehicles USA, Inc is the Alpharetta, Georgia based company designated as the official importer for India-built Mahindra diesel pickup trucks which have been expected for sale in the United States since 2009. The lawsuit is over Mahindra’s delays in readying the vehicles for sale on US soil.
Repeated delays, nonexistent advertising, delayed action on key milestones, and near total lack of communication from the USD $6 billion Indian conglomerate has created considerable tension between Mahindra and their US importer. Much of the stress has seemingly intensified in the past year.
Global Vehicles has reportedly spent almost USD $35 million dollars preparing for the launch after establishing well over 300 dealers across the country. Considering that each dealer had to fork over around USD $200,000 for the privilege of becoming a Mahindra franchise, then had to commit to building a Mahindra-specific facility at each location; it is easy to understand how Mahindra has built their US enterprise on a foundation of frustration.
The dedicated American fan-base who have been patiently waiting for Mahindra’s mid-size, 30-mpg diesel pickups, have been riding the relentless seas of anticipation and disappointment. The last rogue wave to rock the hardcore Mahindra fan boat was the announcement by Mahindra in May stating that US-bound Mahindra
TR20 and TR40 pickups would not be available until December 2010.
Even MahindraPlanet.com’s own hack editor has personally felt
the mighty Mahindra wingtip painfully displace his dangly bits in recent weeks.
Several scenarios may be construed at this point:
- GV is feeling serious pressure (from their bankers and dealers) to do whatever they can to force Mahindra to deliver vehicles ASAP. A lawsuit could be a motivator.
- Mahindra is purposely dragging their feet because they are truly not prepared to launch vehicles in the US for some reason.
- Mahindra is dragging their feet because they want to get away from GV and establish their own in-house distribution of Mahindra vehicles in the US.
- Mahindra is dragging their feet because they want to boot GV and go with another US-based importer.
- Mahindra has gotten cold feet and are going to scrap their US plans altogether.
Some things just aren’t adding up either:
- Mahindra has still not filed emissions certification paperwork with the EPA
- Mahindra has still not completed the needed formal use requirements to register US trademarks for “Mahindra TR20” and “Mahindra TR40”. Mahindra applied for the trademarks nearly a year and a half ago, but have not followed through with registration.
- Mahindra has not made any effort to directly promote or advertise Mahindra vehicles in the United States, despite hiring two internationally known advertising agencies to do so.
- Mahindra has allegedly built 175 US-spec, pre-production TR pickups in India, but apparently none have been sent here for evaluation or testing.
Is it going to happen? Has Mahindra burned too many bridges before even delivering a product? If/when the trucks get here will Mahindra bust out some sweet Jedi mind tricks and get everyone forget about the current drama and delays?
We’ll let the reader ponder these points. While this all gets sorted out, Mahindra Planet will be driving around in our exclusive Mahindra TR40 Unicorn Edition pickup… and wearing a cup.
Source:
PickupTrucks.com
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