According to a company press release, Mahindra is laying down the groundwork for an American invasion by the fall of '09. They'll be making landfall with the slightly ugly but apparently capable Appalachian in two and four door trims along with optional four wheel drive wearing a price tag half that of trucks with its stated capabilities. Some bold claims for a first timer in the US market to say the least, we'll be impressed if the beds don't quickly rot to dust like early Toyota P'ups. Remember, Mahindra importer and CEO of Global Vehicles U.S.A. John Perez says "This is not Chinese junk." Well good, because we hate getting General Tso's chicken when we order curried shrimp.

Max Butler Named Vice President Marketing by Mahindra Distributor Global Vehicles
ALPHARETTA, Ga., March 2 /PRNewswire/ — Max Butler, an automotive-advertising veteran, today became the marketing vice president of Global Vehicles USA, the distributor for Indian auto maker Mahindra & Mahindra which is in the process of launching its first vehicles in the United States.

The 51-year-old brings more than 20 years of automotive-marketing experience, with an emphasis in the retail arena, which according to John Perez, Global Vehicles chief executive officer, was a key reason for Butler's appointment.

"It was crucial for us to have someone heading the marketing and advertising efforts for the launch of the new Mahindra products who really understands the ins and outs of this market," explained Perez. "Max knows how to translate the marketing programs developed by the manufacturer into advertising dealers can use to sell trucks and SUVs."

Beginning later this year, Global Vehicles will launch two- and four-door diesel-powered pickup trucks, in both two-wheel and four-wheel-drive versions. These are rugged vehicles, compact in size with the payload and towing capacity of larger pickups, with the fuel economy of a small automobile. About a year later, a diesel-powered SUV, with similar characteristics, will follow the pickup.

Butler joins Global Vehicles following 17 years of Saturn marketing for three advertising agencies in Atlanta, most recently Deutsch LA. His first Saturn position, in 1991, was with Publicis & Hal Riney, moving in 2002 to Goodby, Silverstein & Partners with the brand.

"Obviously he was successful with his Saturn work because they insisted he stay with the account even when they changed advertising agencies," said Perez. "We feel he can really energize our efforts at the most elemental level, helping dealers reach customers for our great trucks."

The challenge of building a brand in the competitive U.S. automotive market is not new for Butler whose first advertising position in 1988 was with HDM Advertising to build the Peugeot brand. A year later he joined SAAB Cars USA, Inc., in Orange, Conn., taking on even more such challenges.

There isn't even a regular old Appalachian out here. Turns out, somewhere in the reporting of the hybrid diesel powertrain and the import of the Appalachian, the two were put together in an internet version of the phone game. From what FEV tells us, there were actually no plans for that variant of the truck and it will not be at SAE. The regular diesel truck is still intended for US import, but if you're a curry-flavored diesel electric truck lover, there is no joy in Detroit for you today.

The diesel-electric is fitted with a parallel hybrid system integrated into the transmission and provides drive power at start, additional power on command, stop/start functionality and regenerative braking capabilities. For the time being, enjoy that sweet teal train-like goodness seemingly following the GM methodology of making sure everyone knows you're driving a hybrid via large stenciled letters on the side. Also, there's a hood scoop. We're not entirely sure why that's important, but yeah, there it is. We'll be getting more details for you when things open up officially. For now, we have to work on outrunning the Detroit police.

"The Scorpio vehicle is a clear indicator of the enormous implications of globalization on the changing paradigm in vehicle development," said Rogers. "A rapid advancement of technology is occurring on a global scale, and our OEM customers are increasingly leveraging FEV's global presence to ensure around- the-clock development of new powertrain and vehicle concepts. The FEV Group has successfully expanded its capabilities and international reach to accomplish shorter development times and to support these types of global initiatives for its OEM partners."

FEV contributed its expertise in hybrid powertrain systems development and integration, as well as software development to support Mahindra in the hybridization of the vehicle, the first of its kind to be marketed in the Asian market.

"FEV has been a very receptive and experienced partner in the program and is known for their HEV work across the globe. With their support, we were able to meet our aggressive targets. They have made a valuable contribution to the development of the Scorpio Hybrid Diesel SUV," said Dr. Arun Jaura, Chief Technology officer, Mahindra Group.

The Mahindra Scorpio hybrid electric vehicle (HEV) features the following characteristics:

— Diesel-electric parallel hybrid vehicle with four major functions:
- Start-stop
- Electric launch
- Torque augmentation
- Regenerative braking
- Seamless but enhanced driving experience
— 2.2 Liter, I-4, second generation diesel common rail engine with 85 kW
and 270 Nm ratings
— 6-speed automatic transmission
— 30 kW (peak) motor with max torque of 270 Nm (peak) and a max speed
8500 rpm
— 288V, 8.4 Ah NiMH battery
— Quick cold start with e-motor assist

The Mahindra and Mahindra diesel-electric hybrid is representative of the type of advanced vehicle technologies under development by FEV. Further examples of this technology will be on display at the FEV exhibit.

"This is a market that nobody is going to be in for at least three of four years. We're going to be able to give small businesses a truck that can get 30 to 35 miles-per-gallon, and with a diesel engine that's durable. It's a $40,000 truck that we're going to sell in the mid-$20,000s. This is not Chinese junk."

First of all, as we made clear above it'll not only be a diesel pickup, it'll be a hybrid diesel pickup and it's coming in 2010. Secondly, it's got a name — the Mahindra Appalachian and it's based off the Mahindra mid-sized truck currently available on the sub-continent — and which we showed in heavily-modified form last month. Head on over to PickupTruck.com to get the rest of the details. [PickupTruck.com]