Fiat Chrysler seeks to block US sales of Mahindra 'Jeep'

Jeep is trying to kill the Mahindra ROXOR, at least in the US

Jeep is trying to kill the Mahindra ROXOR, at least in the US

Following the complaint Fiat Chrysler Automobile's (FCA) filed in the U.S.to prevent importing the Mahindra Roxor off-roader in the country, Mahindra and Mahindra has now finally come out with a statement.

Fiat Chrysler claims that the Roxor violates numerous Jeep brand's signature design features, like the boxy design with flat side profiles and a rear section height which matches that of the front.

Jeep, now owned by the Marchionne-built Fiat-Chrysler empire, has now entered the Indian auto market and the decades-old license has begun becoming a matter of contention.

Fiat Chrysler has also said that Roxor imports threaten it with substantial injury as they are underselling Jeeps on price. The carmaker said in its complaint that the Roxor was a near identical copy of the iconic Jeep design and was modelled after the original Willy's MB. 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 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.

The Roxor certainly looks a whole lot like an old CJ Jeep, but a key differentiation is that the Mahindra is not street legal.

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. 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.

In 2017, Mumbai-based Mahindra, which claims to be India's largest sport utility vehicle manufacturer, opened headquarters in Southeast Michigan for its newly developed North American branch.

"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.

According to the complaint filed, the Roxor is similar in design to Jeep's traditional design.

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