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Fiat-Chrysler red-flags Mahindra Roxor in the American market

06 August 2018

The Italian & American carmaker wants to ban the sales and imports of the Mahindra Roxor in US.

FCA also said that Roxor imports threaten them with substantial injury as they are underselling Jeeps.

Fiat Chrysler Automobiles (FCA) has just filed a United States trade complaint in an effort to bar Indian automaker Mahindra from importing an off-road vehicle that looks eerily similar to its iconic Jeep model. The complaint pointed out the Mahindra Roxor is a almost identical copy of the iconic Jeep design.

FCA's complaint claims the Roxor infringes Jeep's iconic design elements including the "boxy body shape with flat-appearing vertical sides and rear body ending at about the same height as the hood", according to excerpts of the document published by Bloomberg. 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 not yet been served with the complaint and we prefer not to comment at length on the dispute at this time.

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

FCA's predecessors did have prior dealings with Mahindra India, granting Mahindra India limited contractual rights to manufacture and/or sell Jeep branded components and products in India beginning in the 1940s. Fiat Chrysler Automobiles (FCA) is unhappy with Indian automaker Mahindra & Mahindra Ltd. over its recently launched Roxor.

Mahindra said Fiat Chrysler's complaint is without merit. Mahindra's North American spokesperson, Rich Ansell said "our actions, products, and product distribution (including Roxor) both honour the legacy of the relationship and the terms of our agreements with FCA". The last agreement signed by Mahindra and the owners of the Willys brand was in 2009, when it was owned by Chrysler Group LLC.

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. "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. Instead, the Roxor competes in the side-by-side segment against vehicles from companies like Polaris and Yamaha.

Fiat-Chrysler red-flags Mahindra Roxor in the American market