[sirmombo]

I think a TR20 4X2 should start at about $20K and a TR40 4X4 should start at $23K with a fully loaded deluxe interior TR40 4X4 going for around $26K.

For $27K I can get a new Toyota Tacoma 4X4 with a V6. The Mahindra will get much better mileage and have more payload, but the Toyota has higher towing capacity, a more powerful engine, almost certainly a nicer interior, probably better crash test ratings, and less controversial styling. If the Mahindra is more expensive is more expensive than a Tacoma, people will start thinking they can get a lot of gas for the price difference.

The Mahindra trucks may be the best trucks in the U.S. market, but they won't be able to demand high prices, at least not in the beginning.

They have no name recognition or track record. People aren't going to research how they perform in Australia to make a guess as to their reliability. It may take several years before we know how they hold up to the salt of the snow belt.

They will have a very small dealer network. Many people will be hesitant to buy a vehicle when the nearest dealer is 50+ miles away. Will my local mechanic be able to work on it? How long will it take to get parts? Can I get parts at my local NAPA?

The price needs to reflect that people are taking a certain amount of risk by purchasing one of their trucks.

Hyundai is doing quite well in the U.S. largely because they offer a very good warranty and low prices. I think Mahindra should offer a standard 100K powertrain and 60K bumper to bumper warranty. The Honda Insight and Toyota Prius were initially sold at a loss to get market acceptance. I think Mahindra should consider the same.