FCA makes official trade complaint to block Jeep-like Mahindra Roxor

Roman Schwartz
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. The Italian & American carmaker wants to ban the sales and imports of the Mahindra Roxor in US. "Nor did any of these past agreements grant any rights to manufacture, sell, or advertise vehicles, such as the Accused Products, incorporating the Jeep IP in the United States", FCA had said it is filing with the U.S. authorities.

According to a media report, Fiat Chrysler Automobiles (FCA) has filed a complaint against Mahindra with the US International Trade Commission.

The complaint, which included photos comparing the Roxor to the Jeep, added: "They are a almost identical copy of the iconic Jeep design". The Roxor features Jeep's signature "boxy body shape with flat-appearing vertical sides and rear body ending at about the same height as the hood", said the company.

Mahindra & Mahindra managing director Pawan Goenka told motoring.com.au in March that the Roxor was designed specifically for the United States, where it will be a "game-changer" in the side-by-side class. "The accused product was 'modelled after the original Willys Jeep", Fiat Chrysler added, in its complaint. Mahindra has not yet been served with the complaint and we prefer not to comment at length on the dispute at this time.

Mahindra actually holds a license to build CJ-inspired vehicles and still sells them in India as the Thar.

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

Mahindra and FCA share a long licensing relationship that goes back to the 1940s "with the original agreement with Willys and continues to this day", an excerpt in the complaint stated.

Earlier this year, Mahindra invested US$ 230 million in a new facility in Detroit. While the Roxor is not a road legal vehicle, FCA is concerned about the former's low price. Mahindra's North American spokesperson, Rich Ansell said "our actions, products, and product distribution (including Roxor) both honour the legacy of the relationship and the terms of our agreements with FCA".

Mahindra also claims that it has peacefully co-existed with the FCA group in multiple markets across the world including its home market of India.

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