Sun, 24 Oct 2010 05:12:26 GMT

Mahindra to bring back the Jeep

The name Jeep conjures up multiple images: Mountains, tough terrain, the wide, wild world. Now, a decade after the last Classic Jeep rolled out of its assembly line, Mahindra & Mahindra, the country's most diversified auto manufacturer, is bringing back the Jeep, a treat for the adventurous and the nostalgic alike.

Mahindra to bring back the Jeep

M&M is in the last lap of finalising its plans and an announcement is likely by year-end. The soft-roof Jeep will be powered by a 2.6 litre turbo-charged engine and is likely to cost Rs 4.5-5.5 lakh. Aimed at the tourist markets of Kerala, Rajasthan and the North East, the company expects to sell 5,000 units per year.

"This is part of M&M's strategy to do something different from its competitors... It may not sell too many units initially, but it's a case of simple brand positioning," a source privy to the company's plans told FE on condition of anonymity.

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