Fiat Chrysler Automotive, the parent company of our beloved Jeep brand, has filed a complaint with the U.S. International Trade Commission claiming that the Mahindra Roxor, which is “manufactured” in Michigan, too closely resembles a Jeep Wrangler and violated FCA’s intellectual property.
India-based Mahindra is best known in the US for it’s tractors and heavy equipment, but it has a long history of automotive production with several successful brands including the Thar SUV and the popular Mojo motorcycle.
The Roxor is Mahindra’s latest attempt to break into the lucrative US market. Based loosely on their very successful CJ-7 looking Thar Off Road vehicle, which they have been selling overseas for years, the Roxor is currently not street legal and is sold as a competitor to the UTV or Side by Side market.
This move by Jeep is mostly likely a pre-emptive strike to keep the Roxor from evolving into a daily driver competitor to the Jeep Wrangler.
Mahindra heritage with the Jeep is strong. Originally contracted by Willy’s to manufacture the original Jeep for the overseas market, Mahindra kept with the classic styling over the decades, most recently following the look of the CJ 7.
The trade commission acknowledged that they have started an investigation. If the commission finds in favor of FCA, it could issue a cease and desist order stopping all production and preventing parts from being imported to the US-based factory.