FCA Wants To Block Mahindra From Selling Jeep Lookalike In US

05 August, 2018, 09:07 | Author: Billie Castillo
  • Mahindra Roxor

American SUV icon Jeep's parent company Fiat Chrysler has filed a complaint with the US International Trade Commission seeking to ban Indian automotive giant Mahindra from importing its Roxor SUV into the United States.

"They are a almost identical copy of the iconic Jeep design", Bloomberg quoted Fiat Chrysler saying in its complaint, which included photos comparing the Roxor to the Jeep.

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. "Roxor was conceived, designed, engineered and is being produced in Metro Detroit by Mahindra Automotive North America (MANA)", Mahindra had said at the time of launch. The compliant filed on August 1 at US International Trade Commission claims Roxor to have violated key elements of Jeep such as the boxy body structure with flat vertical sides and rear body ending with the same height as the bonnet.

"Mahindra has been co-existing with FCA and the Jeep brand for over 25 years in India and in many other countries".

Mahindra's off-roader for the United States market runs into rough terrain as FCA accuses carmaker of violating Jeep's design.

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FCA has also alleged Roxor imports will threaten the sales of Jeep, courtesy its lower price.

Mahindra, which began by assembling the Willys in India under license in the 1940s, makes no bones about that and says its long-standing relationship with Jeep began "with the original agreement with Willys and continues to this day".

The implications of FCA's complaint on the Mahindra Roxor are now unclear. However, attempting to enter the U.S. with a Willys lookalike seems to have been a step too far for Jeep, who is now trying to deport the Roxor like the nation's President likes to do to everyone else. Mahindra has positioned the Roxor as a rival to the Polaris RZR ATV and the Kawasaki Mule Pro series "side by sides".

With a four-cylinder turbodiesel engine and five-speed manual gearbox, the Roxor is limited to 45 miles per hour to comply with US UTV regulations. The ROXOR has been in production in MI since March of this year, but it's not licensed for the road, instead aiming at side-by-side off-road all-terrain vehicles.

Earlier this year, Mahindra invested US$ 230 million in a new facility in Detroit.



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