India’s Mahindra & Mahindra has initially planned of a mid-2008 launch in the United States market, having their first offering “in the dealer showroom sometime in the second half of 2009”, but that deadline has since passed by. The company also missed its re-scheduled early 2010 US launch date, but Mahindra is pushing forward with its U.S. launch, with more details to follow in the coming weeks.

President and member of Mahindra’s management board Pawan Goenka told reporters that the company would announce its U.S. launch plans in two to three weeks. The delay is due to safety and emission certification of its first vehicle, a diesel-powered pickup truck called the TR.

“The process is taking a bit longer than what we anticipated,” Goenka said.

If all goes well, the TR should be for sale in the United States by year’s end.

Though Mahindra isn’t expecting a huge volume from the U.S. market – at least initially – the Indian automaker is hopeful the addition of U.S. sales will boost its overall exports to 20 percent of annual sales. Mahindra is set to export about 10,000 units this fiscal year, but expects that figure to leap to 40,000 units by next year. An all-new SUV is also set to be launched in about a year, which should help boost global sales. The new SUV is expected to be available in the U.S. and Europe.