FCA Moves To Block Mahindra From Selling Its Jeep-Clone Roxor In The U.S.

Fiat Chrysler Automobiles has filed a U.S. trade complaint seeking to block Indian manufacturer Mahindra from selling the Roxor, an off-road vehicle that looks a lot like the original Jeep.

FCA claims that the Mahindra Roxor infringes key characteristics of Jeep’s signature design, Bloomberg reports, including the “boxy body shape with flat-appearing vertical sides and rear body ending at about the same height as the hood.”

“They are a nearly identical copy of the iconic Jeep design,” the company said in its complaint, which included photos comparing the Roxor to the Jeep. “In fact, the accused product was ‘modeled after the original Willys Jeep.’”

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

FCA also said that Roxor imports threaten them with substantial injury as they are underselling Jeeps. Mahindra manufactures its products in India and then imports them as knocked-down kits in the U.S., where they’re assembled in Detroit.

The formal complaint also talks about Mahindra’s “substantial foreign manufacturing capacity combined with its demonstrated intention to penetrate the United States market and harm FCA’s goodwill and business.”

Also Read: Mahindra’s Jeep-Like Roxor Spotted On The Way To Dealers

The Roxor comes with a 2.5-liter four-cylinder diesel engine producing a (very) modest 62 hp (46 kW / 62 PS) and 144 lb-ft (195 Nm) of torque, paired to a five-speed manual. It can only reach a top speed of just 45mph (72km/h), but it does average between 32 and 34 mpg. Carscoops’ reader Brett Borgard recently come upon a truck-load of Roxors being transferred in the States.


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  • kachuks

    I think we have our first, “would serge have done this” scenario.

  • Six_Tymes

    If Mahindra is allowed to sell that thing in the US, then that is a clear sign trade mark laws are crap, and or judges are

    • Harlan McCartney

      Nope Mahindra got a license from Willy’s back in the 1940’s. They have been making them ever since. They already had an agreement to sell them here, if they removed the Jeep (Ford designed) grill. FCA is having approves remorse.

  • Steve Hatton

    Why would anyone want to buy that steaming pile of crap in the first place ? and a top speed of 45 mph from a 2.5 ltr engine is pathetic !

    • Holmer_k

      It’s an off road only vehicle here in the states. In certain places it might be a good value over a very used jeep for the money. But since it’s not street legal, it’s not really even competing against the jeep in the first place.

  • Ken Lyns

    Lawyers will work this out. This thing isn’t street-legal and competes with side-by-side ATVs.

  • Classic Bob

    Mahindra holds the licence to build and sell these for decades. If FCA actually built a similar original Jeep based off-road only vehicle in the U.S., i could see a case. The fact is they don’t.

    • brn

      That’s really what it comes down to, who owns the license? The article doesn’t answer that question. Some people here Mahindra holds the license, but if it were that clear, FCA wouldn’t be attempting this.

      Anyone have a good reference as to what ground FCA thinks they’re standing on?

  • OdysseyTag

    Well considering that this is actually how it looks internationally (marketed as the Mahindra Thar) – I’d say they obviously didn’t come into the US with the intention of being a Wrangler competitor – the Roxor is definitely more of an outdoor enthusiast offering. https://uploads.disquscdn.com/images/c159bdb876cbcaac03e864cfff8bee89606ca51527a9e1922cc105182bdd4ac7.jpg

  • OdysseyTag

    Well considering that this is actually how it looks internationally (marketed as the Mahindra Thar) – I’d say they obviously didn’t come into the US with the intention of being a Wrangler competitor – the Roxor is definitely more of an outdoor enthusiast offering. https://uploads.disquscdn.com/images/df8cae1d5658b54abd9422d87c9a1862895fcac80facf5d0931ae51929f27a0a.jpg

  • KareKakk

    FCA’s self esteem is pretty low if this micro Mahindra presents a problem for them.

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