FCA files plea to stop sale of Mahindra Roxor in USA

FCA files plea to stop sale of Mahindra Roxor in USA

Andrew Cummings
August 6, 2018

FCA's claim rises from the Roxor's distinctly Jeep-like styling: a curved hood, round headlights, almost vertical bodysides, a flat grille, exterior hood latches, and more.

FCA wants Mahindra to stop importing Roxor into United States via CKD route and assemble at Detroit.

Mahindra Automotive North America (MANA), the North American headquarters of the Mahindra Group, has dismissed Fiat Chrysler Automobiles' complaint at the US International Trade Commission, seeking to prevent Mahindra & Mahindra from importing the Roxor, which is the company's big bet for the US market. The complaint pointed out the Mahindra Roxor is a almost identical copy of the iconic Jeep design.

The Fiat Chrysler group filed the complaint on August 1 at the U.S. International Trade Commission, claiming that the Mahindra Roxor infringes key characteristics of Jeep's signature trade dress - namely the "boxy body shape with flat-appearing vertical sides and rear body ending at about the same height as the hood". Mahindra has not yet been served with the complaint and we prefer not to comment at length on the dispute at this time. It also states that that Roxor is "modelled after the original Willys Jeep".

Mahindra, which is best known for its utility vehicle also claims that it has had a long-standing relationship with the Willys brand.

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

Mahindra sells trucks and tractors - and light vehicles under its SsangYong brand - in the U.S., but the Indian auto giant does not sell passenger cars there. According to Automotive News, Mahindra intends to manufacture all of the components for them in India and ship them to the U.S.to be assembled as kits at the company's new factory in Auburn Hills, Michigan.

Reacting to the allegation's made by FCA to the ITC, Mahindra has released a statement which reads, "We understand that a complaint has been filed by FCA with the United States International Trade Commission (ITC) against Mahindra".

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. ROXOR's off-road status in the U.S.is largely a legal necessity, as it's very much an on-road vehicle in other countries.

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