Mahindra Two Wheelers Launches MOJO Book titled ‘MOJO – Born For The Road’

~ Celebrates MOJO’s Incredible Journey ~

March 7, 2017, Mumbai: Mahindra Two Wheelers, a part of the USD 17.8 billion Mahindra Group, today announced the launch of a book for its flagship, 300cc tourer, Mahindra MOJO. This book encapsulates the bike’s journey from its inception to launch and thereafter creating a niche as India’s most credible tourer.

Mr. Vinod Sahay, CEO, Mahindra Two Wheelers Ltd said, “MOJO is the flagship brand of Mahindra Two Wheelers and also our first introduction in the premium segment. The response to the MOJO has been overwhelming and has been winning multiple awards along the way. Today it has successful established itself as a credible premium tourer among consumers. We decided to launch a book on MOJO which captures the essence of the brand and the journey from launch till date.”

The book revolves around the theme, ‘Born For The Road’, which unravels the MOJO’s story. It shares the stories behind the success of MOJO, the adventures of its trails and memoirs of the passionate tribesman. The book is a celebration of the passion of the MOJO owners also known as ‘MOJO Tribesmen’, who are living the brand promise of ‘Joy of Riding’ and the ‘MOJO Brotherhood’. It further encompasses the experience of these tribesmen, who have been proudly riding the bike.

Mr. Naveen Malhotra, Head of Sales, Marketing and Product Planning at Mahindra Two Wheelers, said “We have been following a unique and unconventional marketing approach for the MOJO. For us, the consumer is at the center of this strategy and we have consistently been trying to create a biking culture under the platform of MOJO Tribe. It gives me immense pleasure to see the MOJO Tribe spread across multiple cities actively living the brand promise through organic rides or participating in our Mega Trails like Mountain, Dessert, Costal & Jungle Trail. This book is dedicated to the MOJO owners who are the true ambassadors of the brand whose passion is taking the brand to great heights.”

About MOJO

MOJO was one of the most well received motorcycles of 2015 – 2016 with critics and audiences conferring it 8 awards.

The awards won by Mahindra MOJO include:

  • “Readers Choice Bike of the Year” at the Zigwheels Awards 2015
  • “Motorcycle of the Year” at the Motorbeam Readers’ Choice Awards 2016
  • “Bike of the Year: Jury Award” at the Awards 2016
  • “Surprise package of the Year” at the 8th BBC Top Gear Magazine Awards 2015
  • “Tourer Bike of the Year” at the Gaadiwaadi Readers’ Choice Awards 2016
  • “Mid Segment Sports Bike of Year” at the Flywheel Auto Awards 2016
  • “Value for Money Bike of the Year” at the Bike India Awards 2016
  • “India Design Mark (IMARK)” award by the India Design Council in recognition of good design & product excellence in 2016

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About MOJO Tribe

MOJO Tribe, a club meant exclusively for owners of MOJO motorcycle, aims to bring together a group of biker enthusiasts who navigate every turn to welcome the magic of possibility, the lure of freedom, the excitement of adventure, and the power of untold tales.

Mahindra Two Wheelers has also announced a new season of the Trails of MOJO Tribe 2017 – 18, which celebrates the spirit of riding through 5 thrilling trails, each promising a different terrain and experiences of lifetime. One could enjoy conquering new peaks on the Mountain Trail, chasing the winds on the North Eastern Trail, exploring nature on the Jungle Trail, pushing oneself to the extreme on the Desert Trail or a once in a lifetime experience on the Island Trail.

About Mahindra

The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.

A USD 17.8 billion multinational group based in Mumbai, India, Mahindra provides employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology, financial services and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defense, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.

In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world’s largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in 2013.