The stores will add a wide selection of lifestyle gear, apparel and adventure equipment to create an exciting zone for Mahindra fans and owners who are looking to take their vehicle ownership to the next level.

The Indian manufacturer revealed this concept at the recently held Nampo Harvest Day near Bothaville in the Free State under the slogan, “Before you go to explore the great outdoors, why not start in the great indoors?”

The new Adventure Zone brings together the abilities of Mahindra’s range of authentic SUVs and bakkies with its dealer expertise in a new area dedicated to real adventure.

The first Adventure Zone stores will soon open at Mahindra Bloemfontein, the oldest Mahindra dealer in South Africa, and Mahindra Mbombela, the largest of its kind in the Southern Hemisphere.

Mahindra says the Adventure Zone is the next step in the group’s constant evolution and growth in South Africa.

Since its launch in Mzansi in 2004, Mahindra has steadily grown its footprint and product offering. In the last five years, this has rapidly accelerated, making Mahindra the fastest-growing brand for three of those years.

“There is an interesting parallel between our growth over the last couple of years and South Africans’ renewed need to break away, explore their beautiful country and find some true adventure,” says Rajesh Gupta, CEO of Mahindra South Africa.

Mahindra has seen a surge in interest in its range of Authentic Bakkies and Authentic SUVs after the lockdown of 2020 and the protracted restriction on people’s movement and meetings.

“We were all reminded that life is short and that family and friends are precious. We emerged from these tough times with a need to get outside and celebrate life with those around us,” says Rajesh.

“Our new Adventure Zone is more than just a store with all the equipment and gear that you need to get you, your family and your Mahindra to the great outdoors.

“It will also offer expert advice on getting the most out of your Mahindra by understanding the underlying engineering and even learning to drive better off road by attending a driving course at one of our regional off-road training centres.

“Ultimately, it is our way of helping you to help owners and fans build a truthful partnership between them and their Mahindra,” he says.

Mahindra has specialist training academies in Pretoria in Gauteng, near Worcester in the Western Cape, in Durban, KwaZulu-Natal, Bloemfontein in the Free State and Mbombela in Mpumalanga.