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Mahindra heads west

New territory: Mahindra's Pik-Up utes are now available through four outlets in WA.

Australia’s first Indian vehicle brand is now on sale in West Australia

19 Nov 2009

MAHINDRA’S Indian-built one-tonne utility will become available in West Australia for the first time later this month, when four new Pik-Up dealers set up shop.

Rockingham Mahindra, Melville Mahindra, Bunbury Mahindra and Midwest Mahindra in Geraldton will join the Indian maker’s 20 dealers in Queensland, New South Wales and Victoria.

As part of a nationwide rollout that began in June 2007, Mahindra Automotive Australia plans to announce additional sites in South Australia in the coming months.

“Our latest Mahindra Pik-Up model is specifically OH&S compliant with added safety features such as airbags and ABS brakes, plus our Australian made and tested seatbelts and load pretensioners make the vehicle more appealing to the West Australian market,” said MAA CEO Claire Tynan.

“As per our market in the East Coast, the Pik-Up is likely to appeal to tradies and farmers, but will also be of much interest to the mining community which is very exciting for us.” Bunbury Mahindra dealer principal Russell Hall said his outlet would invite new and existing fleet customers to special events, while advertising the new brand via print, radio and online media.

“The new addition of the Mahindra brand completes an outstanding international and varied, trusted and respected product line-up at Bunbury Auto Group,” said Mr Hall.

Rockingham Mahindra dealer principal John Ball said he would undertake new marketing initiatives, including hosting open days for prospective customers.

“Our dealership staff have over 150 years of experience to rely on, and our vision has always been to provide an excellent sales and service experience that will encourage referral and repeat business,” said Mr Ball.

“Our location specifically provides access to superior products and service to the local tradesmen community. Offering the new Mahindra Pik-Up will add another very relevant option to our buyers.” Midwest Mahindra dealer principal Brett Micallef said his dealership was ideally positioned to attract rural mining, farming and fleet buyers.

“As successful as the vehicle has been in rural areas across the eastern seaboard, we believe the Mahindra Pik-Up will be as appealing here locally,” said Mr Micallef.

“Particularly given all of the safety and extra standard features the newest model offers, we think this is a well priced workhorse that any buyer should consider in the mix.”

Dealer principal Joe Mazza said Melville Mahindra would service the Perth metropolitan and surrounding areas.

“Made for the Hardest Places on Earth is just the perfect tag line for this vehicle, as it’s a hard working, no nonsense vehicle that’s built to get the job done at any location – be it the work site, the mine or the farm.

“We’re really excited about working with this new brand to the Western Australian market, and think it will particularly appeal to tradies and miners in our area.”

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