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

05 August 2018

FCA Wants To Block Mahindra From Selling Jeep Lookalike In U.S. The Roxor definitely looks a whole lot like a Jeep CJ.

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

"Our actions, products and product distribution (including Roxor) both honor the legacy of the relationship and the terms of our agreements with FCA", Mahindra Automotive North American spokesman Rich Ansell told Bloomberg. 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. In fact, the accused product was "modeled after the original Willys Jeep", the complaint added. It helps the carmaker curb manufacturing cost and price the vehicle relatively very low than Jeep.

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

FCA wants Mahindra to stop importing Roxor into United States via CKD route and assemble at Detroit.

The 1377kg Mahindra Roxor measures just 3759mm long and 1574mm wide - 480mm shorter and 303mm narrower than the smallest, two-door Wrangler and more like a Suzuki Jimny. However, attempting to enter the USA 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. Based on the same steel frame construction as the Thar, the Roxor competes against Kawasaki Mule Pro and Polaris RZR ATV. On one hand, the Roxor does a very close imitation of the Jeep CJ-5, but on the other, few people shopping for an authentic Jeep Wrangler will be satisfied by an off-highway-only machine with limited weather protection and a top speed of 45 miles per hour.

In 2017, Mumbai-based Mahindra, which claims to be India's largest SUV manufacturer, opened a headquarters in southeast MI for its newly developed North American branch.

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. Roxor was launched on March 2, 2018 to be sold in United States of America and Canada, creating a new sub-category in the Side x Side power sports segment.

"Mahindra's 70-year automotive history has been forged by making authentic, rugged, purpose-driven vehicles; Roxor is the embodiment of this history and our brand", he said. The trucks can be found at off-road vehicle dealers with prices starting around $15,000.

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