Mahindra and Mahindra says it has rejected an order from US importer Global Vehicles for pickup trucks, as the increasingly bitter verbal jousting between both companies increases.

Mahindra is accusing Global Vehicles of “PR theatrics” as the issue of whether the importer can proceed with a US$35m order for TR20 and TR40 pick-ups is now being considered by a US judge.

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The Indian automaker confirmed it had received an order from the US company but said it was rejecting it from “former distributor Global Vehicles” as invalid.

“Mahindra views this order as another example of Global Vehicles’ policy of engaging in PR theatrics while pursuing an unnecessary lawsuit,” the automaker said in a statement.

“This is Global Vehicles’ continued attempt to manipulate the press to damage Mahindra’s reputation. Mahindra also believes that this is an attempt by Global Vehicles to distract Mahindra from pursuing other plans to bring its vehicles to the US market.”

The contract with Global Vehicles has expired, Mahindra claimed, now saying it will contact US dealers to “make other arrangements for distribution.”

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“Mahindra’s goal remains to bring its vehicles to the US market, satisfying the desires of US consumers and dealers alike,” said automotive & farm equipment sector international division chief executive PN Shah.

A Global Vehicles spokesman told just-auto yesterday it was “business as usual” as it looked towards a December launch.

The US company late on Tuesday responded to Mahindra’s latest claims.