Mahindra Takes 2nd Crack at US Auto Market With ‘India Tough’ Off-Roader

Mahindra Takes 2nd Crack at US Auto Market With ‘India Tough’ Off-Roader
Mahindra Automotive North America President and CEO Rick Haas poses next to ROXOR off-road vehicles in the MANA assembly plant in Auburn Hills, Michigan, U.S., January 30, 2019. REUTERS/Rebecca Cook
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AUBURN HILLS, Mich.—“Warning: Don’t do anything stupid!” reads the sign to the right of Rick Haas’ office computer.

It is the same tongue-in-cheek warning affixed to the dashboard of every off-road Mahindra Roxor vehicle that Indian automaker Mahindra and Mahindra Ltd. assembles in a suburb north of Detroit.