'Appalachia' ditched for alphanumerica

Mahindra & Mahindra's U.S. importer has dropped plans to call its pickup the Appalachia.

American sales and marketing officials now want to use alphanumeric names. Instead, Mahindra plans to sell an SUV, called the Scorpio in India, and a pickup.

Global Vehicles U.S.A. Inc., the independent importer, is not tipping its hand on specific vehicle names.

But Xavier Beguiristain, Global's vice president of marketing, says the switch makes sense for an unknown brand.

"When you're introducing a new brand, the focus should be on the brand name, not the product name," Beguiristain says. "We want customers to get to know the Mahindra name."

He said the undetermined alphanumeric names probably will reflect the model and engine characteristics of the products, which eventually will include crossovers.

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