Mahindra to bring back the Jeep

Published On Oct 25, 2010 02:58 PM By Meenal for Mahindra Jeep

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The most diversified auto manufacturer of the country, Mahindra and Mahindra is planning to bring back the Jeep, after at least a decade of its launch. The term Jeep invokes several interesting images in our mind, including an adventurous world full of tough terrain and big mountains. The idea of bringing back of a Jeep will be a real pleasure for those who love adventure and thrill in driving. The company is in the final stage of its plan of bringing back the Jeep. The announcement for the same is likely to be done by the end of this year. This new model of Jeep by M&M will incorporate a soft-roof. The model will have a powerful 2.6 litre turbo-charged engine. This new product of the company is speculated to be available with the price tag of Rs 4.5-5.5 lakh. Also, Mahindra & Mahindra expects to sell around five thousand units of this model per year as the company will be targeting the tourist markets of Rajasthan, North East and Kerala.

As per a source close to the matter, bringing back the Jeep, is a part of company’s strategy for doing something different from its market competitors. He also said that initially,the company might not sell many units of this product but the concept will be introduced for brand positioning. The source further added that the model Maruti Gypsy is also showing a reduced production and that is why M&M observes the chance to foray into this segment. The branding of the vehicle is still to be finalized, added the same source. Pawan Goenka, president (automotive & farm equipment) Mahindra & Mahindra stated that they do not comment upon the future product programmes.

It was in June 1949, when Mahindra and Mahindra had made the first Willys Overland Jeep in India. Later, several versions of the product were also launched by the company. The exteriors of these versions had remained similar. Mahindra and Mahindra launched the 'Commander' in the year 1991 and it was a hit in the auto market. At present, “Thar, the fully-loaded jeep of Mahindra and Mahindra is available in South Africa.