Unique ROXOR UTV vehicle takes on the rugged with a PPG finish

Mud bogs and farm furrows aren’t the only places that Mahindra ROXOR specialty vehicles have been making a splash lately. The company’s booth at the 2019 Detroit Auto Show was packed with off-road enthusiasts and editors looking to see what the new offering is all about. What the visitors found was something entirely unique: a modern throwback to the Willys military vehicle, with a market potential that’s wide open.

"It’s a very capable machine that appeals to the recreational market but is also appropriate for commercial use.” explains Rich Ansell, vice president of marketing for Mahindra Automotive North America. Although it’s not street legal, the Mahindra ROXOR has an ample top speed of 55 mph. Since its launch in March 2018, the ROXOR has gained traction in diverse segments: mining operations, natural resource offices, beach and border patrols, and yes, people who just want to go off-road for fun.

Accordingly, PPG got involved in the ROXOR success story at an early stage, with a team headed by Keith Larson, PPG business development manager. He and PPG product and color experts worked with the Mahindra team to develop a finish and process that would fit the demands of the manufacturer, the dealer network and the end user. In the end, it was determined that PPG’s AUE-360 2K high solids polyurethane and its low-gloss version, AUE-360LG, would best meet the requirements.

Bob Fehan, director of accessories for ROXOR and a custom painter himself, sees the value in the PPG paint system with its easy application and the ability of changing color on the assembly line. “Some days, it’s like a production line of Skittles candy,” he explains. “Blue, white, pink, olive green—the color trends seem to change almost daily.”

You can read more on the Mahindra ROXOR and the PPG coatings that protect it by checking out the full Repaint Reporter article.

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