May 15, 2012, Mumbai: Mahindra & Mahindra Ltd. (M&M Ltd.), India’s leading SUV manufacturer, today, unveiled the Mahindra Adventure calendar for the upcoming Season. A unique concept to showcase the tough and rugged DNA of Mahindra vehicles, Mahindra Adventure functions as an umbrella brand with a series of adventure and motor sports events under it.
Starting June, Mahindra Adventure will unleash a series of events throughout the year which can broadly be categorized as:
- Great Escapes
- Multi-Day Escapes
In addition to last year’s multi-day escapes, such as the Monastery Escape (10 days) & Royal New Year Escape (6 days) one can also experience the Tri- Nation Escape (Bhutan, India & Nepal- 14 days), Authentic Goa (6 days) & Wild Escape (6 days). These multi-day escapes celebrate incredible India and the sub-continent by traversing to exotic and unexplored locations, thereby bringing the concept of ‘Adventure/Driving experience’ to a larger audience. Like in Season 1, those who do not own Mahindra vehicles can also participate in these events, thanks to a well kept ‘adventure-ready’ fleet of vehicles, at a nominal fee.
The Mahindra Adventure team has stormed into the motor sports arena by teaming with three times National Champion and APRC (Asia Pacific Rally Championship) winning driver, Gaurav Gill and INRC (Indian National Rally Championship) winning driver, Lohitt Urs. Recently it has also signed on the well known rally driver Sunny Sidhu and seven times Raid de Himalaya Champion, Suresh Rana, to further consolidate its position in the adventure space. With these partnerships, the team is all set to enter official teams in some of India’s most popular motorsport events including Mughal Rally, Raid de Himalaya and Dessert Storm amongst others.
Also new is the concept of an all-India off-road championship in the form of ‘Off-Roading Trophy’. Great Escape participants who opt for the Trophy will be judged and selected to participate in this ultimate off-road challenge.
Today the popularity of Mahindra Adventure can be gauged by its fan base on Facebook which has crossed 6.3 lakhs. To further strengthen its dominance in the digital space the Mahindra Adventure team has unveiled their e-magazine, ‘Get Lost’, India’s first digital magazine on Adventure.
Speaking on the occasion, Mr. Vivek Nayer, Senior Vice President - Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, “After the successful run of Mahindra Adventure Season 1, we are all geared to unveil the new season that promises even more thrills for the adventure seeker. The ‘Off-Roading Trophy’ and international events make the Season 2 even more exciting and will go a long way in showcasing the ability of our range of vehicles’.
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, 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.
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. In 2011, Mahindra acquired a majority stake in Korea’s SsangYong Motor Company.
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For further enquiries please contact:
Ms. Roma Balwani
Senior VP & Group Head - Corporate Communication
Mahindra & Mahindra Ltd
Phone: (+91-22) 24975176