M&M launches Mahindra Adventure initiative
India's off-roading enthusiasts can now enjoy thrilling adventure drives through the year.
- (1888PressRelease) May 26, 2011 - Mumbai :
Synopsis:
* Unique initiative from India's leading SUV/UV player
* Launched to encourage off-roading culture & demonstrate tough & rugged DNA of Mahindra vehicles
* Mahindra Great Escape, the ever popular off-roading event all set to double the number of events from 10 to 20 in 2011-12 and add a wide array of new locations
* Set to launch India's biggest TSD (time, speed, distance) rally in terms of prize money
* Exciting thematic initiatives such as Vineyard Escape, Monastery Escape and Spice Escape planned to encompass the length & breadth of India
Mahindra & Mahindra Ltd. (M&M), a part of the US $11.1 billion Mahindra Group, has announced the launch of Mahindra Adventure initiative. A unique concept to showcase the off-roading capabilities of Mahindra vehicles, Mahindra Adventure will function as an umbrella brand with a series of adventure and motor sports events organised under its banner. Mr. Bijoykumar Y, former Editor, Business Standard Motoring, who has now joined the Automotive Division at M&M Ltd, will be leading the Mahindra Adventure initiative.
Mahindra Adventure will unleash a series of events throughout the year which can broadly be categorized as:
- Great Escapes
- Challenges (sporting events organized by Mahindra Adventure)
- Multi-Day Escapes
- Support Initiatives
Speaking at the launch of the Mahindra Adventure initiative, Mr. Vivek Nayer, Senior Vice President - Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, "To propagate the off-roading capability of Mahindra vehicles and provide unlimited fun for enthusiasts, we are pleased to unleash a series of adventure initiatives throughout the year, under brand Mahindra Adventure. This series of adventure initiatives will leverage the changing aspirations and lifestyles of the upwardly mobile Indian consumer. Further the journey also aims to celebrate Incredible India by connecting exotic and unexplored locales of our country in tough and rugged Mahindra vehicles".
Mr. Nayer further added, "In fact for the first time, non-Mahindra vehicle owners will also get a chance to participate in the Mahindra Great Escapes, by hiring fully prepared Mahindra vehicles including the iconic Thar, Scorpio and Bolero. We are also in the process of launching our unique website, www.mahindraadventure.com, which will be a one stop destination for all prospective participants".
The most popular off-roading event in India - the Mahindra Great Escape - which has completed close to 70 events since its inception in 1996, will continue to hold its place of prominence with the number of Great Escapes being doubled to 20 from 10 events in 2010 -11. Further, a wide array of new locations has been added to encourage enthusiasts, from across the country, to participate in this popular off-roading event.
In keeping with its promise of providing adrenalin pumping challenges, Mahindra recently flagged off the 'Mahindra Adventure Challenge, 2011'. As part of this initiative, correspondents from seven leading Indian automotive magazines are driving the newly launched Mahindra Thar for a period 4-6 weeks, across the length and breadth of the country. Each publication will drive to a particular zone, to 'Explore the Unexplored' terrain of India. Once the teams return from their adventure drives, they will share their experiences and stories and the winners of the 'Mahindra Adventure Challenge, 2011' will be declared.
Amongst the upcoming Challenge events will be the 'Monsoon Challenge 2011' which is scheduled to be held in July 2011. It promises to be India's biggest TSD (time, speed, distance) rally, with the most rewarding prize money on offer, ever. A total of 1500 km will be traversed in 3 days with Rs. 10 lakh on offer as the total prize money. This event will be exclusively conducted for Mahindra owners.
In addition, there would be several special multi-day escapes, such as the Monastery Escape (10 days), Royal New Year Escape (6 days), Vineyard Escape (2 days) and Spice Escape (2 days). These multi-day escapes will celebrate incredible India by traversing its exotic and unexplored locations, thereby bringing the concept of 'Adventure/Driving Holidays' to a larger audience.
The Mahindra Group has always supported various causes for the community and to further such support initiatives, it recently flagged off a 'Save the Yak' expedition. A collaboration between M&M and the Himalayan Explorers, a group of motorsports enthusiasts, the expedition is a unique, first of its kind initiative which aims to save the Yak, an endangered species found in the Himalayas. This exciting expedition aims to stem the diminishing numbers of the Yak. A Scorpio SUV and two Scorpio Getaway vehicles will take on the 16,000 km trail from one end of the mighty Himalayas to the other through the most treacherous roads.
Mahindra Adventure will also enter official teams in some of India's most popular motorsports events of India including Dakshin Dare, Raid de Himalaya and Desert Storm.
About The Mahindra Group
The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, and information technology and vacation ownership. Mahindra has a presence in the automotive industry, agribusiness, aerospace, components, consulting services, defence, energy, financial services, industrial equipment, logistics, real estate, retail, steel and two wheelers.
A US $11.1 billion multinational group based in Mumbai, India, Mahindra employs more than 117,000 people in over 100 countries.
In 2011, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed companies in the world. Dun & Bradstreet also ranked Mahindra at No. 1 in the automobile sector in its list of India's Top 500 Companies. In 2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow.
Its flagship company Mahindra & Mahindra Limited is the only Indian automobile manufacturer to feature in the top 10 list of the Carbon Disclosure Leadership Index in India - 2010, created by the Carbon Disclosure Project (CDP).
In 2011, Mahindra acquired a majority stake in Korea's SsangYong Motor Company.
For further information, please visit www.mahindra.com
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