Saturday, September 19, 2020
News FCA Wins Legal Battle To Prevent The Import Of The Mahindra &...

FCA Wins Legal Battle To Prevent The Import Of The Mahindra & Mahindra Ltd.’s Roxor 

Mahindra’s dream of cashing in on the US’ love of SUVs with its Roxor off-roader are crushed


  • The debate was over the fact that the Roxor looks exactly like a Jeep Wrangler.

  • The International Trade Commission agreed.

  • The Roxor is imported as a kit and assembled at a factory in Michigan.


It was back in November of last year that a Trade Judge found that the Mahindra Roxor would in fact infringe on the Jeep Wrangler’s Trade Dress, or six distinct features or design elements by which a vehicle is identified. Despite this ruling, it was up to the International Trade Commission to finally approve the decision as to whether or not the Mahindra Roxor is a “copy” of the very famous Jeep Wrangler.

Mahindra May Be Forced To Stop Sale Of Roxor As It Infringes On Jeep’s “Trade Dress”

Finally, the Commission endorsed the Judge’s November decision and has further issued cease and desist orders, prohibiting the importation of the Roxor, to Mahindra & Mahindra Ltd. of Mumbai, India and Mahindra Automotive North America, Inc. of Auburn Hills, Michigan. FCA did not win on its claim of infringement of its registered trademarks. Bloomberg’s story reports that both parties have asked to review the portions of the decision that they’ve lost.

2020 Jeep Wrangler Unlimited Rubicon Review: The Price Of Torque

Mahindra’s desire to sell the Roxor, priced as of $16,599, is supported by the fact that the United States accounts for more than half of global off-road vehicle sales. Like all other car manufacturers following the pandemic, Mahindra is hurting and hopes to eventually sell the Roxor in the US despite the ruling. They’ve stipulated that the 2020 edition of the Roxor has received “significant styling changes” however FCA is not convinced.

Mahindra Roxor – Mahindra

Mahindra Roxor – Mahindra

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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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