AUBURN HILLS, Mich. (Jan. 6, 2020) — Mahindra Automotive North America (MANA) announces several personnel changes in its management team in order to support the growing business for the ROXOR brand of off-road vehicles.

“We continue to evolve our ROXOR brand since its introduction in 2018 and are ready to capitalize on broader business segments as we enter 2020,” stated Rick Haas, CEO for Mahindra Automotive North America. “In order to provide maximum support to our dealer network as well as grow the business accordingly we are expanding our fleet and commercial team as well as focusing on larger opportunities to sustain this growth,” Haas concluded.

As part of this effort, the company announces the following personnel changes:

Luc De Gaspe Beaubien has been named Vice-President of Business Development, reporting directly to Haas. In his new role, Luc will be responsible for exploring new business opportunities for all commercial products, including ROXOR, and commercial variants to be built off the USPS delivery truck platform. He also oversees export operations.

Replacing Luc to lead the ROXOR sales team and strategies is newly-appointed Vice-President Sales & Service, Justin Prann. Justin was formally Director of After Sales Service and Administration. Justin will be responsible for managing the ongoing sales and service business for ROXOR and future products. He brings a wealth of experience to the role having managed his own dealership as well as various management sales and service roles in his career.

Jeff Brunson remains in his role as Director of ROXOR Sales as he plans his transition to retirement. Jeff brings a great deal of experience is sales management and dealer development and will remain on board in a consulting role helping guide the ROXOR business plan and execution.

As the company builds plans to capitalize on the now well-known capability of the ROXOR product in the commercial, fleet and government sectors, Chris Peterman has been hired as Director, Commercial Sales, and Chip Humitz has been hired as Director of Commercial Marketing. Both bring a wealth of sales and commercial marketing experience. Bill Siddall moves from his role overseeing the USPS program for MANA to lead business development for ROXOR government and military opportunities.

The ROXOR has proven to be a solid workhorse in addition to be the ideal recreational off-road vehicle. The durability, low maintenance and proven heritage has attracted the commercial and fleet audience. Building a dedicated team to grow this next phase of the business will solidify the success of the ROXOR brand.

For more information, or inquiries about the commercial, fleet or government programs, visit


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