After Tata, now it’s Mahindra. Gawker Media’s automobile blog - Autoblog is now reporting that Mahindra and Mahindra may soon own the Jeep brand.

In order to reach the markets that matter, M&M may be looking to forge an alliance with Chrysler LLC. The Indian firm originally began selling Wranglers in its home market and might be interested in taking Jeep off Cerberus’ hands. A report in the Economic Times says that “M&M is reportedly in talks with Chrysler for its iconic Jeep brand” although there’s no confirmation that Chrysler is looking to offload the brand – yet.

Coming as it does, on the heels of the report that M&M will soon selling a hybrid pickup, the Applachian, in the US and involving, as it does, one of the Detroit’s Big 2.8, this development is potentially a landmark achievement for an Indian firm whose links to the Jeep brand has lasted for the most part of the past 60 odd years.

Mahindra’s journey essentially started in the 40’s as licensee to the (then) Willys Jeep brand. This original CJ3B model is probably one of the longest continuously manufactured automobile in the world with only minimal updates (and a few upmarket variants) in the past decade or so. In fact the desi Jeep variants are arguably better looking than their American cousins.

Whether better looks will translate into better market performance remains to be seen. But with a fine catalog of models and relationships with companies like Peugeot and Nissan, both of whom make small durable diesels, Mahindra could make an impact on a MUV market that caters more toward the urban sprawl than the off-roaders.

And that will just make 2008, India’s year.

Once the Jeep goes desi… - Über Desi