In America, you might or might not have heard of Mahindra. If you’re into NASCAR, you’ll reconize them as a key sponsor for the now dead Stewart-Haas team. Perhaps you’re in the country, where you might see some tractors or dealerships around selling farm equipment. However, that’s where it ends for us Yankees. Little did I know, there’s a lot more to Mahindra that meets the eye.
India, The Golden Sparrow
Now I’m not going to ramble on about the history of the company (which, frankly, is pretty interesting) but I will be sure to make it clear; India is the birthplace and main consumer market for Mahindra. In India, Mahindra is a Fortune India 500 company and the largest manufacture of tractors in the world by volume. Needless to say, America is not their main territory.
Tractors
Tractors are their bread and butter, with the number 1 selling tractor in all of India. What’s crazy is that they still look like they’re from 1976! This one here is the ARJUN, which looks like the cheapest out of the lineup, but there’s no way I’d know for sure. In the FAQ section asking about pricing, the answer is: “The Mahindra ARJUN 605 DI PP is a powerhouse of a tractor that can be used for every agricultural operation. Among the many aspects that set it apart is the Mahindra ARJUN 605 DI PP price.” That’s it.
Not only that, but the horsepower ranges from 36-50 for the lowest model, and “50+” for the higher trim. What the fuck does that mean?? 51 HP? 65 HP? Hell if I know!
Art
Whether it’s for tax purposes or good PR, Mahindra has a museum. It’s not like the Ferrari or BMW though, no no. It’s an art museum that “tells the story of Mahindra’s core values and principles”. What that really means is it’s full of random modern art and a thing called “hype boxes”. I don’t really want to find out what that is, but here we are.
In reality, this seems like just an attempt at a PR boost without much to do with the company itself. Perhaps the owners just like art? Either way, it looks like a weird liminal space with oddly shaped objects scattered around.
Loans
“Of course you can take out a loan from Mahindra, they sell construction equipment and vehicles, all car companies offer loans!” Yes, I hear you. However, can you take out a personal loan to fix your house from Ford? From the words of Mahindra themselves, “Whether you’re planning a dream wedding, consolidating debts, or renovating your home, our low-interest loans can help you fulfil your dreams”.
Business or home loan, they’ve got you! Let the tractor company help you start that dream ice-cream/meat stick combo food truck you’ve always wanted. Mahindra can help you do everything with high-interest, low documentation loans that can propel your family forward!
Motorcycles
Originated in war-torn Europe. A motorcycle developed in secret and surreptitiously tested under disguise. When the war was over & the smoke finally cleared, The Perak was standing ready. Inspired from the legacy of stealth, meet the all new Perak. It’s a call from the darkness, alluring you from the other side. Simply put, it’s 2 wheels & the dark!
What you just read was the word-for-word description from the manufacturer itself of this strange retro-look Harley Knucklehead knockoff. Somehow this thing makes a whopping 30 HORSEPOWER. I’ve met scooters with more guts than that. Might this have actually history behind it that dates to WWII? Maybe. Do I care? Not at all.
Cars/SUVs
Yep, the section you’ve all been waiting for. Mahindra’s large selection of knockoff and look-alike cars and SUVs. Where do we start? Ah, the THAR! And by Thar, we mean Jeep.
Swiftly moving on, we have the next display of Mahindra greatness. The big daddy of SUVs. The Scorpion carbon. With a grand total of 130 horsepower, this beast of an truck can conquer anything you throw at it, as long as anything isn’t more than a mild dirt hill.
Every shitty cut-rate economy car brand has to have a wacky EV concept. I mean, look at those doors, look at that windshield, look at everything! Mahindra did not disappoint with the FUNSTER, named for all the FUN you’ll be having behind the wheel of this thing!
There are 15+ other vehicles Mahindra has the joy of creating for the find Indian population, but I’m not going to waste your time going through each one. The THAR is by far the best, with the BIG DADDY OF SUVS cutting a close second purely for that tagline. However, hidden in the shadows is a true monster, unknowingly conceived by our boys at Mahindra under the guise of Pininfarina…
Yes, the Rimac Nevera Pininfarina Battista was commissioned and partially developed by our lords at Mahindra Automotive. Did I mention the famous Ferrari coach-builder is now owned by an Indian tractor company? That’s how we’re ending this, I’m sorry. All hail Mahindra.
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