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

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Mahindra has a long history of building jeeps under license from Willys since the 1940s.

According to Bloomberg, FCA filed the complaint at the start of August, suggesting that the design of the new Mahindra Roxor - a two-seater off-road vehicle based on the Thar - infringed on Jeep's trademark styling. The US International Trade Commission will be hearing the complaint that claims that the Roxor will "harm FCA's goodwill and business".

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 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. "Our actions, products, and product distribution (including ROXOR) both honour the legacy of the relationship and the terms of our agreements with FCA", the automaker said. Mahindra has co-existed with FCA (and the Jeep brand) for over 25 years in India and in many other countries.

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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.

"Roxor offers a simple, hard worn approach, featuring a steel body on a boxed steel frame, a heavy duty Mahindra turbo-diesel 4 cylinder engine, and an automotive style 5-speed manual transmission". The resilient Mahindra became the first non-domestic auto brand to establish its production base in Detroit since Mazda in 1987 and is planning to triple the work force by 2020 with further investment.

Mahindra & Mahindra managing director Pawan Goenka told motoring.com.au in March that the Roxor was designed specifically for the U.S., where it will be a "game-changer" in the side-by-side class.

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Mahindra has been operating in the United States since 2017, when it opened a facility in Southeast Michigan.

"The Roxor is a derivative of Mahindra vehicles distributed in those markets".

"The Roxor is going to start a new journey for Mahindra in the U.S., 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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