'Wild, Wild East' Automaker Sets Its Sights on U.S. Market

Mahindra to Bring Indian Cars, and a Hefty Ad Layout, Stateside in the Fall of '08

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NEW YORK (AdAge.com) -- Never mind those Chinese automakers, which have grabbed gobs of media coverage about their plans to sell cars in the U.S. Now it's India's turn.

Global Vehicles USA, Alpharetta, Ga., is the exclusive distributor and marketer for Mahindra & Mahindra, a small automaker in India that plans to introduce vehicles to the U.S. in the fall of 2008.

The distributor named Titan Agency, Atlanta, its agency of record for creative, media and public relations after a review, the shop said. A spokeswoman claimed the account could jump to $100 million in annual billings in 2011, based on the client's vehicle-sales projections of 110,000 units.

Global Vehicles CEO John Perez declined to comment.

Titan said Mahindra, which has sold tractors in the U.S. for a decade, plans to launch three models here: a sport-utility vehicle, a sport recreational vehicle and a single-cab pickup.

Jim Sanfilippo, exec VP of auto consultant AMCI, said Mahindra is making "pretty good products" in India.

"These folks could be formidable, but it will take them a while," he said. China gets the press, but "India is absolutely part of the wild, wild East with its fast growth."
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