Get ready for a unique entrant into the off-highway side-by-side market – the Mahindra ROXOR is set to be unveiled on Friday.

Mahindra has been making noise for ages about entering the North American market, finally pulling the trigger in 2017 by establishing a base of operations and signing up a cadre of powersports dealers.

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The company has signed up 215 dealers in the span of four months. Mahindra began hiring its sales staff late in Q3 of 2017 and now has a team of 17 with an average of 20+ years’ experience. Initial dealer recruitment began in October 2017.

Mahindra is building this new powersports dealer network to distribute its ROXOR off-highway vehicle, a machine that’ll be revealed publicly on Friday at their snazzy assembly plant in Auburn Hills, Michigan.

“The tremendous response we’re getting from our dealers is proof that we’re bringing a product to market that will create a whole new subcategory in the side-by-side segment,” said Rick Haas, President and CEO, Mahindra Automotive North America.

Mahindra’s ROXOR will be marketed as a rough-and-ready off-highway vehicle, shown in a teaser video splattered with mud both inside and out. Beefy suspension is shown in the clandestine shots, as is a stickshift manual drivetrain complete with an honest-to-real clutch pedal. This thing will be much more than another entrant in the SxS market.

A natty Warn winch also shows up on the video, along with a growly engine of indeterminate origin. This author is guessing it’s fuelled by diesel or dearly hopes it marks the first volley in a product offensive by Mahindra that includes a small and rugged pickup truck.

The new product will be fully assembled and supported at their 150,000 square foot facility in Auburn Hills, MI, just north of Detroit. Mahindra, while a fairly new name to our shores, has been building for over 70 years including tractors, trucks, and military machines.

We will be at the ROXOR’s reveal on Friday, scheduled for 11:00am Eastern, so be sure to stay tuned for more details.