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The Economic Times

Economy / The Economic Times

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How Mahindra built India's most recognisable off-road vehicle portfolio

Mahindra has carved its niche in off-road vehicles by prioritizing rugged terrain capability over traditional market segments. Their journey started post-independence with the assembly of Willys Jeeps. By sticking to sturdy ladder frames and reliable mechanical systems, Mahindras off-roaders embody durability. While many modern SUVs have transitioned to monocoque structures, Mahindra's vehicles remain true to their engineering roots, fostering increasing demand for second-hand models in rural communities.

14 Sep 2026 12:58 pm