Fiat Chrysler Automobiles (FCA) has had a hard look into the Roxor and made a decision to file U.S. trade compliant against Mahindra, as it resembles the iconic Jeep despite Mahindra making changes to differentiate it from Thar or any other older models.
Bloomberg reports that FCA's complaint to the US International Trade Commission alleges that the Roxor infringes upon Jeep's "boxy body shape with flat-appearing vertical sides and rear body ending at about the same height as the hood", and that the Indian brand's selling of the Roxor in the US infringes on key characteristics of its cars. It also states that that Roxor is "modelled after the original Willys Jeep". FCA also alleges that the Mahindra Roxor would harm the goodwill and business it enjoys in the United States due to the fact that Mahindra imports the Roxor into the U.S. as completely knocked down units, which are built in India, allowing the Indian carmaker to undercut the price of Jeeps built in the US. "Mahindra has been co-existing with FCA for over 25 years in India and in many other countries", Rich Ansell, spokesperson for Mahindra North America, told the publication.
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.
FCA's claim rises from the Roxor's distinctly Jeep-like styling: a curved hood, round headlights, almost vertical bodysides, a flat grille, exterior hood latches, and more.
In the U.S., the Roxor is being be offered with no fewer than 900 paint colours and a host of other options like safari seats, rear seats, lift kits, hard-tops, winches and side enclosures.
"Roxor offers a simple, hard worn approach, featuring a steel body on a boxed steel frame, a heavy duty Mahindra turbo-diesel 4 cylinder engine, and an automotive style 5-speed manual transmission".
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. Fiat Chrysler Automobiles (FCA) is unhappy with Indian automaker Mahindra & Mahindra Ltd. over its recently launched Roxor.
"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.