Even though the US auto market is down in the dumps, Mahindra & Mahindra (M&M), India's largest utility vehiclemaker is gearing up to launch its new generation diesel-powered and cleaner-burner SUVs and pick-up trucks in the United States by 2009-end, and has earmarked nearly Rs. 300 crore for its brand promotion in that country. It was reported earlier that the Mumbai-based company will be launching its range of two-door and four-door diesel-powered SUVs and Scorpio-based pick-up trucks in the US early by late 2009, and may bring in its hybrid versions later too. They would meet the stringent regulations in the US and would be conforming to emission standards as high as Euro V. In addition to getting 20 to 40 per cent better fuel mileage than gasoline engines, Mahindra vehicles will be cleaner burning – emitting fewer greenhouse gases per mile – all while maintaining diesel's historic advantages of more torque and greater durability. The company has claimed that the vehicles have been designed and engineered to cater to the U.S. consumers with features normally found only on much more expensive vehicles.

According to a senior representative of M&M, currently under development, Mahindra's vehicles will offer a blend of ruggedness, performance and affordability – highlighted by a clean-burning diesel engine built with top-of-the-industry green technology designed to reduce emissions and maximize fuel efficiency. He added the vehicles that would be exported to the US will be of superior quality, performance and reliability, along with outstanding fuel efficiency at an affordable price.

According to TOI, M&M has already appointed as many as 350 dealers, who are setting up the front-end infrastructure for the company's foray. Apart from the sales and service network, the company plans to have central and other smaller regional warehouses for parts, as reported by TOI.

M&M, which has already notched up record volumes of its tractors in the US, will be the first Indian company to sell its vehicles in that country. It is widely believed that the Indian automaker is banking heavily on the American market, as people are increasingly switching over from bigger to compact, fuel efficient and cheaper vehicles.

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