Mahindra, India’s leading SUV manufacturer makes its comeback into the Philippines under the exclusive distributorship of Asiabrands Motors Corporation, a new company under the Columbian Group of Companies which also distributes brands such as Kia, BMW, and Peugeot. Although Mahindra was in the Philippine market in the 1990’s, it’s only now that they’ll get a large corporate backer ensuring proper and reliable customer support.

The brand made a splash because it managed to bag a lucrative contract with the PNP or Philippine National Police. In that deal, Mahindra won the deal to supply its Enforcer (a specially configured Bolero pickup) as the PNP’s official patrol vehicle. In total, Mahindra will supply some 1,470 units. This move alone makes them one of the largest automotive brands in the country.

Moving forward, Mahindra announced a very aggressive expansion plan that sees three new dealerships rise in Luzon namely in Quirino Avenue, Las Pinas, and Pasay City. These three dealerships are already open for both sales and service. This dealership network will be joined by three more across the islands: Cebu, Cagayan de Oro, and Butuan.

“We are very pleased with how Mahindra has rapidly expanded its dealer network in the Philippines. In the months and years to come, it is our vision to further expand and strengthen the presence of Mahindra in the Philippine automotive market…With similar operating conditions and customer needs in the Philippines and India, I am confident that our range of vehicles will prove to be a smart choice for customers in the country,” says Mr. Pravin Shah, President and Chief Executive, Automotive, Mahindra & Mahindra Ltd.

Considering its customer-first attitude, Mr. Shah revealed that even before the first vehicles were shipped from India to the Philippines, Asiabrands Motors Corporation had to make sure it had a steady supply of spare parts as well as the appropriate training for both sales and aftersales. He maintained that Mahindra is here for the long run. And even if they do pull out of a market, they continue to serve their customers.


Unlike their competitors which focus more on lifestyle-oriented vehicles, Mahindra is solely focused on providing mobility solutions to budding businessmen and people who need a mixed-use vehicle. In that regard, they’re proud to say that their products like the Enforcer have successfully passed the PNP torture test. Some key highlights of the test include having to wade through 700 millimeters of water and having to negotiate a 30-degree climb (fully loaded). In short, Mahindra believes they’ll be known in the country for being rugged, versatile, and dependable workhorses.

“We are looking forward to seeing more and more Mahindra vehicles in the country. With a growing dealership network, our customers can rest assure that their vehicles will be in tip-top condition,” says Mr. Felix Mabilog, President of Asiabrands Motors Corporation.

Aside from the Enforcer PNP pickup, Asiabrands Motors Corporation has revealed their initial line-up in the country namely: the Enforcer pickup and Xylo AUV.

The Enforcer, on which the PNP patrol car is based on, is available in two body styles: a single cab and double-cab versions. Both models are powered by a 100 horsepower, 240 Nm of torque 2.5-liter turbo diesel engine mated to a 5-speed manual. Key specifications include a payload capacity ranging from 825 kilograms (Double Cab 4x4) to 1,025 kilograms (Single Cab 4x2), a 56-liter fuel tank, and a ground clearance of 185 millimeters. The Enforcer is in the following variants: Single Cab 4x2 (P 650,000), Single Cab 4x4 (P 795,000), Double Cab 4x2 (P 750,000), and Double Cab 4x4 (P 895,000).

The Enforcer is now joined by the Xylo AUV. The Xylo is available in seating configurations ranging from seven to nine people. It’s the more luxurious offering having leather seats and a 6-speaker sound system. It’s also more powerful with a 2.2-liter mHawk turbo diesel engine with 120 horsepower and 280 Nm of torque. Like the Enforcer, this is mated to a 5-speed manual. The Xylo AUV comes with dual zone air conditioning as well for a retail price of P 850,000.

Although all Mahindra products are sourced from India, Asiabrands Motors Corporation has expressed its desire to assemble Mahindra vehicles in the country if there’s enough economies of scale. Mr. Mabilog has cited the recently signed CARS program as an incentive for Mahindra to consider assembly in the country. This also allows them access to lower excise taxes.

Mahindra is an automotive company with over 70 years of experience, although it only started exporting cars from India in 1969. It’s part of a larger conglomerate, Mahindra & Mahindra, that’s valued at around US$ 16.5 billion. Based in Mumbai, India it employs over 180,000 people in 100 countries including 300 Filipinos at its Business Process Outsourcing unit. The company enjoys a leadership position in tractors, utility vehicles, information technology, financial services, and vacation ownership. The company is also into the agribusiness, aerospace, consulting services, defense, energy, steel and even two-wheeled vehicles.