AUBURN HILLS, Mich. (June 4, 2020) – Mahindra Automotive North America and ROXOR ride into the extreme sports arena as a sponsor for Jess Lockwood and Matt Triplett, competitors of the Professional Bull Riders Tour. 

While at the moment there may not be live audiences at large events, the Professional Bull Riders tour has resumed with new social distancing policies in place to allow professional cowboys to earn a paycheck, while fans can watch the action live on the CBS Sports Network. Two-time world champion, Jess Lockwood joined the PBR on his 18th birthday on September 28, 2015. Lockwood quickly proved his talent and skill by being named Rookie of the Year in 2016 and again in 2017 when he became the youngest PBR World Champion. Lockwood won his second PBR world championship in 2019 and became the youngest bull rider to win two world championships, with current earnings of over $4M at such a young age. Matt Triplett, another top 10 rider, finished 7th to end the 2019 PBR Tour, has earned north of $1.3M, and with 23 total wins, this 28 year old up and coming sensation is loaded for another stellar season for 2020. 

Lockwood action 2
January 31, 2020: The PBR (Professional Bull Riders) holds the Express Ranches Invitational on the Unleash the Beast tour at Chesapeake Energy Arena in Oklahoma City, OK.

“I really enjoy my ROXOR around my ranch. It is all off road, and from mending cattle fences to hauling feed, It’s the perfect tool and ride to make life on the farm so much easier, and exactly what I need for this recent downtime.  You can do anything with this vehicle,” said Jess Lockwood. 

Jess standing beside the ROXOR 1

Fans can expect to see behind the scenes images and video of Lockwood and Triplett utilizing their custom ROXORs on their ranch homes through each of their social media platforms. Both Lockwood and Triplett’s safety vest and shirts will display the black and white ROXOR logo as they each buck their way through the world rankings to the top. 

“The ROXOR sponsorship of Jess Lockwood and Matt Triplett brings top ranked professional bull riders into the ROXOR family,” stated Richard Ansell, Vice President of Marketing for Mahindra Automotive North America. “The fan base of Lockwood, Triplett, and the PBR are incredibly passionate and a perfect match to our ROXOR buyer. We’re excited to be able to have a presence in rodeo events around the country, especially in the premier, best of the best PBR Tour, with two of the top riders in the business.”

Lockwood in ROXOR 1

Mahindra Automotive North America is committed to growing the ROXOR’s unique design and engineering attributes, after being launched just two short years ago, and consumer interest and sales are on the rise, even during the recent pandemic. Just like a bucking bull rider, the Roxor is one of the toughest, strongest and authentic off-road work/play vehicles in the United States, which is why these two tough cowboys make a perfect fit with Roxor Off Road,

The box steel framed platform of the ROXOR has proven its sturdiness and comes with an industry-leading limited warranty of two years or 12,000 miles. Starting at MSRP $16,599 (USD). Fleet discounts are available.

For more information on the new ROXOR, visit and follow ROXOR on social media via and @roxoroffroad on Twitter and Instagram.



Mahindra Automotive North America (MANA) is Mahindra’s North American automotive headquarters. In addition to leading all North American activity, MANA is a comprehensive automotive design, engineering and vehicle development center. Established in 2013 and located in Auburn Hills, Michigan, MANA’s team of veteran executives, engineers and designers, working with affiliate Mahindra automotive teams in India, Korea and Italy, is playing a key role in growing Mahindra’s global automotive business. Mahindra Vehicle Sales and Service (MVSS) is MANA’s exclusive distributor in the powersports industry located in Fletcher, North Carolina.


ROXOR is an off-road vehicle conceived, designed and engineered by Mahindra Automotive North America. The vehicle is produced in Auburn Hills in the first new OEM manufacturing operation to open in Southeast Michigan in more than 25 years. A rugged, no-nonsense side-by-side, ROXOR is a tribute to Mahindra’s long history of assembling iconic military-grade vehicles beginning in 1947; it features a steel body on a boxed-steel frame, a heavy-duty Mahindra turbo-diesel 4-cylinder engine, and a truck-style transmission. The American-assembled ROXOR enters the off-road world with 70-years of proven capabilities based on its authenticity, simplicity and strength. Learn more at

About Mahindra 

The Mahindra Group is a $20.7 billion (USD) federation of companies that enables people to rise through innovative mobility solutions, driving rural prosperity, enhancing urban living, nurturing new businesses and fostering communities. It has a leadership position in utility vehicles, information technology, financial services and vacation ownership in India and is the world’s largest tractor company, by volume. It also enjoys a strong presence in agribusiness, components, commercial vehicles, consulting services, energy, industrial equipment, logistics, real estate, steel, aerospace, defense and two-wheelers. Headquartered in India, Mahindra employs over 200,000 people across 100 countries. Learn more at


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