International Newsmaker Q&A: Max Butler
India’s Mahindra is set to launch its U.S. line of TR20 (two-door) and TR40 (four-door) pickups in December. Global Vehicles U.S.A, Inc., the company’s American distributor based in Alpharetta, Ga., has assembled a network of some 350 dealer showrooms to market the models. Max Butler is the operation’s marketing and public relations consultant.
With a 7.5-foot bed, Mahindra’s offering is being described as having “the longest bed of any compact pickup sold in America.” What are the prime target markets for this vehicle? (Rural farm-type applications or urban/suburban home repair buffs, or professional contractors, etc.?)
We expect to appeal to all the groups you mentioned. We think that traditional truck buyers will look at the truck as an alternative to their full size pickup. We also see a market with young independent thinkers looking for something authentic and unique.
How does the U.S. version differ from the Pik Up truck sold in India?
There are a tremendous number of changes, including crash and emissions designed to meet U.S. homologation. The Pik Up is based on the Scorpio platform.
How will parts, service and repairs be handled?
Every aspect of the ownership experience will be handled as if you owned a Chevy or Toyota product.
Will parts be made available to the aftermarket? When? Will the parts all be brought in from India, or will American-sourced parts be compatible with these vehicles?
The marketplace will decide what accessories will be made available. I cannot discuss our DIA (dealer installed accessories) plans at this point.
Do these vehicles use specialized maintenance/repair parts, or are they compatible with other nameplates?
This is a unique engine and transmission for the U.S.
The trucks are diesel powered. Are you confident that there is enough diesel pumps available to have consumers feel comfortable that they can fuel up when necessary?
Mercedes Benz, Audi and VW all have diesel and they sell quite well. We do not see it as an issue at all.
India’s Mahindra is set to launch its U.S. line of TR20 (two-door) and TR40 (four-door) pickups in December. Global Vehicles U.S.A, Inc., the company’s American distributor based in Alpharetta, Ga., has assembled a network of some 350 dealer showrooms to market the models. Max Butler is the operation’s marketing and public relations consultant.
With a 7.5-foot bed, Mahindra’s offering is being described as having “the longest bed of any compact pickup sold in America.” What are the prime target markets for this vehicle? (Rural farm-type applications or urban/suburban home repair buffs, or professional contractors, etc.?)
We expect to appeal to all the groups you mentioned. We think that traditional truck buyers will look at the truck as an alternative to their full size pickup. We also see a market with young independent thinkers looking for something authentic and unique.
How does the U.S. version differ from the Pik Up truck sold in India?
There are a tremendous number of changes, including crash and emissions designed to meet U.S. homologation. The Pik Up is based on the Scorpio platform.
How will parts, service and repairs be handled?
Every aspect of the ownership experience will be handled as if you owned a Chevy or Toyota product.
Will parts be made available to the aftermarket? When? Will the parts all be brought in from India, or will American-sourced parts be compatible with these vehicles?
The marketplace will decide what accessories will be made available. I cannot discuss our DIA (dealer installed accessories) plans at this point.
Do these vehicles use specialized maintenance/repair parts, or are they compatible with other nameplates?
This is a unique engine and transmission for the U.S.
The trucks are diesel powered. Are you confident that there is enough diesel pumps available to have consumers feel comfortable that they can fuel up when necessary?
Mercedes Benz, Audi and VW all have diesel and they sell quite well. We do not see it as an issue at all.
About the Author
James Guyette
James E. Guyette is a long-time contributing editor to Aftermarket Business World, ABRN and Motor Age magazines.