Jeep Wants to Ban Mahindra Roxor in US, Here’s Why


Mahindra, whose auto business began 70 years ago with a license to build Willys vehicles for Asia, has their presence in several industries in USA, including information technology and mobility.

The Mahindra Roxor, a two-seat all-terrain vehicle with retro Jeep styling, isn't permitted for use on U.S. roads, and is instead classed as a Utility Task Vehicle.

Fiat Chrysler Automobiles filed a complaint against Indian automaker Mahindra Wednesday, detailing a claim that the Mahindra Roxor is an unlawful infringement on FCA brand Jeep's intellectual property. 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.

"They are a almost identical copy of the iconic Jeep design". For people not in the know, Mahindra has been producing and selling Jeeps in India under license from Willys since 1940s.

Fiat Chrysler has also said that Roxor imports threaten it with substantial injury as they are underselling Jeeps on price.

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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Instead it has a Euro 6 2.5-litrre four-cylinder turbo-diesel, five-speed manual transmission and two-speed transfer case, plus a stainless steel body on a boxed-steel ladder frame with leaf springs at both ends.

Mahindra has signed more agreements over time with the owners of the Willys brand to continue manufacturing UV's based on the iconic design including the Mahindra Thar, which is the darling of the off-roading community in India.

Mahindra imports the off-roader into the U.S. via CKD (Completely Knocked Down) route and then assemble it at its plant in Auburn Hills, Michigan.

MANA, or Mahindra Automotive North America, wants to make it very clear that the new ROXOR vehicle they are offering the North American market is for off-road use only.

"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".