Mahindra attempted to bring a small diesel pickup to the U.S. market but failed when they were unable to meet mileage promises. They had many pre-orders. The market for a small diesel is there even if the rational is not.
Ordering a diesel pickup is not a 9k option overseas, why is it the case in N/A ? With a 9K option failure is bound to happen.
http://news.pickuptrucks.com/2011/12/mahindra-pickup-future-remains-in-liimbo.html
Why would want this truck ?
Disappointing Mileage
The first occurred in February. After a long and costly effort to win emissions certification from the EPA for the four-cylinder 2.2L mHawk diesel engine, the truck’s gas mileage figures ended up, shall we say,
disappointing at 19/21 mpg city/highway, falling short of Mahindra’s promise that the company would bring a pickup truck to the U.S. that delivered around 30 mpg.
There could be a number of reasons for this discrepancy (mandated U.S.-spec exhaust gas recirculation systems come to mind), but one that stands out is the fact that the test vehicle the EPA evaluated was Mahindra’s biggest and heaviest truck: a four-door four-wheel-drive T40 with an automatic transmission.
While prospective buyer reaction seemed mixed online, one wonders if such mediocre mileage didn’t convince some Mahindra executives that a truck of unproven reliability in the North American market would be a hard sell compared to, say, the segment-leading Toyota Tacoma, which delivers better highway mileage with a V-6 gas engine and has a proven track record with consumers.