Mahindra Plans Major Advertising Campaign for Future Diesel Pickups

Indian manufacturer Mahindra plans a major advertising campaign for its upcoming light truck lineup which, according to some company officials, is expected to arrive in September, before its fourth-quarter market launch. The programme will include test drivers, invitations to visit Mahindra dealers and public shows at upcoming car events, Autonews wrote, with the whole campaign to be supervised by Mahindra's American distributor Global Vehicles USA Inc.

The whole new diesel pickup range is expected to arrive in authorized dealerships in late 2009 and early 2010. Mahindra says the upcoming models will be especially focused on fuel-efficiency and fuel consumption which could boost the overall sale figures in the United States.

“With fuel costs rising, drivers are looking for better and cheaper alternatives to traditional gasoline. The diesel boom is on its way, and Mahindra plans on leading the charge. As the only automaker offering an all-diesel lineup to U.S. consumers, Mahindra will enter the marketplace with the right products at the right time,” Mahindra said on its website praising its diesel engines. “With their powerful torque and excellent fuel efficiency, Mahindra’s line of diesel vehicles are the perfect choice for drivers who care about performance – and those who care about the environment, as well.”

Mahindra also plans to establish a strong dealership network that would help the Indian company sell the new diesel lineup in most regions across the country. According to Autonews, Global Vehicles, which owns the exclusive distribution rights in the United States, signed contracts with 326 American dealers. More partnerships may be announced this week as Mahindra representatives meet dealers this week in New Orleans.