Mahindra & Mahindra is somewhat akin to the Jeep or Land Rover of India (even though the latter brand is now Tata-owned and therefore technically Indian anyway), but this latest creation appears as though it's straight out of the Tonka Toys catalogue.
The cartoonish images you see here are of the 2011 "Attitude" version of its enduring Bolero all-terrainer. It's a commemorative edition of sorts, as it comes 10 years after the launch of the original Bolero, which itself was an updated version of the Armada (not to be confused with the gargantuan US/Middle East-focused Nissan of the same name).
Some quick history: Mahindra & Mahindra started out in 1945, initially assembling Willys jeeps for the Indian market, but it's since broadened its portfolio to include a varied range of products.
The Armada was pitched mainly at the army, police and other paramilitary forces, but it went on to find a more mainstream audience and sales grew appreciably from modest early tallies of around 250 vehicles per month.
Mahindra sold 70,554 Boleros in India during the financial year 2009-10, ranking it as the top-selling SUV in the country for the fourth successive year.
The company obviously sees this as reason enough to ditch its unpretentious, utilitarian roots in favour of something that looks like an accessoriser's wet dream.
The Bolero Attitude's accoutrements run from a pick-axe (?) to a hefty bash bar, snorkel, side steps, winch, faux fender vents, roof-mounted lights and even a quad-exhaust system (because the 2.5-litre diesel engine is obviously stifled by a single pipe).
Although far from technically sophisticated, Mahindra's products are at least robust and reasonably off-road capable.
The brand has a low-key presence in Australia, with the barebones Pik-Up one-tonner on offer locally, backed by a three-year/100,000km warranty.
Mahindra has over 40 dealers nationwide and is represented in all states and territories except the ACT, but the marque's sales volumes are hard to glean because Mahindra Automotive Australia does not report registration numbers to VFACTS, the industry's record keeper.
Thanks to: Car Point
