StrawberryFrog Agency of Record for U.S. Launch of Mahindra

SAN FRANCISCO--Mahindra, the first line of Indian-made vehicles to hit the U.S. market, will be introduced to American consumers by the innovative, independent New York agency StrawberryFrog.

Global Vehicles U.S.A., Inc., the authorized U.S. importer of Mahindra, made the announcement today at the annual convention of the National Auto Dealers Association in San Francisco. Global Vehicles is based in Alpharetta, Ga.

Global Vehicles President Bill Goetze said StrawberryFrog was chosen as agency of record for its “outstanding insight, creative ability and proven track record of delivering effective advertising.

“StrawberryFrog joins us at an exciting time as we launch Mahindra, the first Indian vehicle to enter the U.S. market,” Goetze said. “Just as Mahindra enjoys a worldwide reputation for quality and innovation, StrawberryFrog's reputation for creativity and strategic thinking will help us position Mahindra as a leader in innovative automotive marketing and advertising.

“StrawberryFrog was the best choice as we look to the future, make plans for our U.S. launch and respond to the constantly changing environment in automotive marketing,” Goetze said. The agency relationship is effective immediately.

Mahindra, India’s leading producer of sport utility vehicles, will be the first Indian vehicle on the U.S. market when it debuts in mid-2009. Nearly 300 premier dealers representing 48 states have already joined the Mahindra dealer network.

American consumers will be able to choose from among three Mahindra vehicles: the Scorpio, a rugged, luxurious SUV; and a pickup truck offered in both two-door and four-door models.

All Mahindra vehicles will feature clean-burning diesel engines that get 20 to 40 percent better mileage than comparable gasoline engines and emit fewer greenhouse gases per mile.

“There’s something very special about representing Mahindra, the innovative automotive brand, the first to enter the U.S. market from India,” said Scott Goodson, CEO of StrawberryFrog. “It’s been no secret that we've wanted a major car account in the USA, and we look forward to our partnership with Global Vehicles and Mahindra.”

StrawberryFrog has a history of success in the automotive category, beginning with the agency’s first client: the Smart Car, which StrawberryFrog helped launch in Europe to great acclaim in the late 1990s.

StrawberryFrog was also appointed AOR for the international Mistubishi Motors brand by DaimlerChrysler. StrawberryFrog successfully rebuilt the Mitsubishi brand in 42 countries, launching 14 new vehicles in four years and achieving Mitsubishi’s first-ever European profit.

The Global Vehicles/Mahindra win coincides with the addition of several senior members to the StrawberryFrog management team, including Chip Walker from BBDO USA. StrawberryFrog will also handle media on the Global Vehicles account.

Global Vehicles and Mahindra join other premier StrawberryFrog clients such as Morgan Stanley, Frito-Lay, the Miller Brewing Co. and WAL-MART'S Sam’s Club.

“With this partnership, Global Vehicles and Mahindra have tapped into one of the fastest-growing independent agencies in the United States,” Goodson said. “They recognize the unique strengths of StrawberryFrog that set us apart from our larger, traditional agency competitors.

“More than 60 years of innovation and quality have earned Mahindra vehicles a loyal following in India, China, the UK, Russia and beyond,” Goodson said. “With our help, and the distribution power of Global Vehicles U.S.A., Mahindra will earn that same loyalty in America.”