Mahindra Responds To FCA Allegations On Roxor

Gladys Abbott
August 6, 2018

Mahindra's North American division subsequently revealed the Roxor off-roader in March 2018 to appeal for the United States customers in farming sector and is positioned as an off-highway class of vehicle with go-anywhere characteristics.

According to FCA, the Roxor off-roader is an identical copy of the Jeep.

In its complaint, Fiat Chrysler had voiced its concern that the Roxor imports threaten the company with substantial injury as they are underselling Jeeps.

Fiat Chrysler Automobiles has filed a USA trade complaint seeking to block Indian manufacturer Mahindra from selling the Roxor, an off-road vehicle that looks a lot like the original Jeep. FCA filed a trade complaint at the U.S. International Trade Commission, arguing that the Mahindra ROXOR infringes on Jeep's "trade dress", which is a legal term to describe the trademarked appearance or image of a particular product. Fiat Chrysler Automobiles (FCA) is unhappy with Indian automaker Mahindra & Mahindra Ltd. over its recently launched Roxor. Mahindra has not yet been served with the complaint and we prefer not to comment at length on the dispute at this time.

FCA Group basically says the Roxor is a knock-off of the iconic Jeep design-wise and the compliant had pictures illustrating Roxor and Jeep's similarities. FCA said, "Mahindra capitalizes on the cost advantages of manufacturing their products in India and then importing knocked-down kits to the US, where they're assembled in the Detroit area".

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FCA's predecessors did have prior dealings with Mahindra India, granting Mahindra India limited contractual rights to manufacture and/or sell Jeep branded components and products in India beginning in the 1940s. "In fact, the accused product was 'modeled after the original Willys Jeep'".

Conversely, Mahindra said FCA's complaint is without merit.

Now it's upto US International Trade commission to decide on whether Mahindra & Mahindra will be allowed to continue selling its two-seater ROXOR in US. Instead, the Roxor competes in the side-by-side segment against vehicles from companies like Polaris and Yamaha.

Mahindra's association with Jeep goes back more than 50 years when the Indian entrepreneurs licensed the Jeep CJs to build and sell across India.

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