FCA to block Mahindra Jeep copycat from entering US

06 August, 2018, 15:47 | Author: Brooke Harris
  • Mahindra Roxor

Alleging that it is almost a copy of the iconic Willys Jeep, the US-based auto company lodged a complaint with the US International Trade Commission on August 1, stating that the design elements of Mahindra's Roxor infringes some key design elements of Jeep.

"They are a almost identical copy of the iconic Jeep design".

Jeep, now owned by the Marchionne-built Fiat-Chrysler empire, has now entered the Indian auto market and the decades-old license has begun becoming a matter of contention. FCA also alleges that the Mahindra Roxor would harm the goodwill and business it enjoys in the United States due to the fact that Mahindra imports the Roxor into the U.S. as completely knocked down units, which are built in India, allowing the Indian carmaker to undercut the price of Jeeps built in the US. While there isn't much FCA can do in the Indian market owing to the license and legacy, the Roxor's similarity to the Jeep CJs is tantalising. After the Second World War, Mahindra through an agreement with Willys started producing utility vehicles based on the original Willys Jeep for the Indian market. "Mahindra has been co-existing with FCA (and the Jeep brand) for over 25 years in India and in many other countries", added M&M. And none of those contracts at any time granted Mahindra India (or any other Mahindra entity) ownership rights over Jeep brand-related intellectual property.

MANA is part of the $19 billion Mahindra Group and recently opened a new NA Automotive headquarters and manufacturing center in Auburn Hills.

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And Mahindra - which also owns REV Electric Vehicles and Pininfarina, and hopes to supply USPS mail delivery vehicles - has global plans for five new models including an all-new compact SUV, new XUV500 and Scorpio large SUVs and a redesigned PikUp, all due by 2020.

Mahindra Roxor was first announced in November 2017, and launched in an electronically speed limited avatar in the USA in March, 2018.

Powering the Mahindra Roxor is an M2DICR 2.5-litre turbo diesel engine that makes 62 PS at 3,200rpm and generates 195 Nm at 1,400 to 2,200rpm.

"The Roxor is going to start a new journey for Mahindra in the USA, establishing our reputation of offering tough, durable and rugged off-road vehicles, just like what we have accomplished with our tractors being sold here".

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