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Home / Intellectual Property News / Battle of Wheels: Mahindra wins case against Fiat over US Import of Thar-Based Roxor

Battle of Wheels: Mahindra wins case against Fiat over US Import of Thar-Based Roxor

November 29,2018:

The Trademark battle between Mahindra and Fiat Chrysler Automobiles (FCA) is finally reached its conclusion.

Mahindra Roxor

Fiat had dragged Mahindra to Court over violation of intellectual property rights wherein it alleged that Mahindra Roxor was an identical copy of Jeep Design.

Investigative Staff appointed by US Trade Commission has banned Fiat from pursuing investigation any further as to if the Mahindra Roxor contains or uses their approved grille design.

Fiat had alleged that Roxor Off Roader was very similar to Jeep Wrangler which is sold in US markets.

Company had further submitted that it was a Trademark violation and hence moved court for a ban to be brought on Mahindra Roxor from sale in the US markets.

While, Mahindra, had alleged that there was an agreement reached with Fiat allowing it to sell vehicles in United States with a different grille design as compared to what was seen on the Jeeps.

Fiat alleged that Mahindra Roxor imports would affect the sales of Jeep adversely due to its lower price. Mahindra gains an advantage in costs due to the fact that its products are produced in India and imported into US markets via CKD kits assembled in Detroit.

With ruling going in favor of Mahindra, it will be allowed to import Roxor off roader from India into the US markets where it will go on sale as a side by side off road vehicle.

To date, over 4,000 units of Mahindra Roxor have been sold in US while the company now targets sales of 4,500-5,000 units by the end of this financial year.

Roxor is an off-road, but not street legal SUV which was launched in US in March 2018. It is priced at $15,000 (Rs.10,49,475). It gets its power via a 2.5 liter, 4 cylinder diesel engine.

Though based on Mahindra Thar DI, its features have been modified to suit US market demands with no doors and no hard top roof and without any windscreen.

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