Client

Roxor Off-Road

Industry

Ask

Brand Awareness

The Challenge

Introduce an unknown off-road vehicle to a crowded U.S. market—and make it stand out without racing to the bottom on price.

Mahindra, a global powerhouse, was entering the North American powersports category with ROXOR—a rugged, turbo-diesel UTV unlike anything on the market. The catch?

No brand recognition in this category.

No dealership network.

No marketing infrastructure.

And strict legal limitations due to Jeep design disputes.

ROXOR needed more than an ad campaign—it needed an identity, a voice, and a full-scale go-to-market engine.

The Strategy

Position ROXOR as the anti-UTV: a working-class, all-steel, torque-heavy machine that trades frills for fight.

TMV created a brand from zero—focused on attitude, legacy, and grit. ROXOR wasn’t trying to be sporty or flashy. It was built to haul, tow, and outlast, not pose in the dunes.

We developed a strategy that blended heritage cues (military-grade toughness, diesel power) with rebellious storytelling, to connect with ranchers, off-roaders, and work-first weekend warriors.

The Execution

TMV launched everything

  • Brand Identity + Voice: Tagline, logo evolution, full visual language, and core brand story.
  • Broadcast TV: Gritty, cinematic spots that aired nationally and on specialty outdoor networks.
  • Website + Dealer Tools: Built from the ground up with configurators, CRM capture, and B2B portals.
  • Social Media: Daily content, influencer partnerships, and community engagement that drove exponential growth.
  • PR & Crisis Comms: Managed press and messaging during the Jeep litigation, while landing coverage in key off-road and automotive publications.> 
  • Experiential: Designed and activated booth experiences at SEMA, AIMExpo, and field demos—letting prospects get hands-on in mud, snow, and sand.
  • Retail + Dealer Support: Built launch kits, merchandising, POP, and digital assets for a growing dealer network.

The Results

  • Over 100,000 social followers within the first 18 months
  • Dealer network grew from 0 to 200+ in under 2 years
  • TV and digital campaigns drove 5.5M+ impressions
  • Won fans across off-road, farm, and tactical markets
  • Helped establish ROXOR as a legitimate new category—not just another UTV

Do you know what you provide?

Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.