Mahindra Automotive in Auburn Hills Selects TMV Group for Branding and Media Services


Mahindra Automotive North America (MANA), an automotive design, engineering, and vehicle-development center based in Auburn Hills, has announced that TMV Group in Royal Oak will provide it with branding and media services.

Specifically, the branding agency will support the continued launch of MANA’s new side-by-side, off-road vehicle brand, ROXOR, to the UTV market beginning this summer. ROXOR vehicles began arriving in powersports dealer showrooms earlier this year.

“TMV brings to our brand vast experience in off-road vehicles, and its breadth of capability will help ensure a strong ROXOR brand in North America,” says Richard Ansell, vice president of marketing at MANA. “We’ve been impressed by the agency’s demonstrated understanding of our potential buyers and its ability to deliver compelling creative thinking and execution across the various marketing disciplines.”

The collaboration’s first visible work will focus on ROXOR’s digital presence across social media, generating greater awareness and engagement with key audiences. With a wide net of target consumer profiles, the brand will showcase its offerings while uncovering ROXOR’s technical and consumer driven market data.

“We are thrilled to join the team charged with introducing the ROXOR brand to North America,” said Bill Morden, managing partner of TMV Group. “ROXOR clearly has the opportunity to redefine the UTV side-by-side category and appeal to not only off-road enthusiasts but also those with a work ethic that matches the superior off-road capabilities unique to the brand.”

Together, MANA and TMV Group will implement several new creative brand concepts this year that will be visible across multiple mediums. These campaigns will continue the Mission: Ready theme and feature distinct lifestyle stories depicting target ROXOR customers.

More about ROXOR brand vehicles can be found at