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

• 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.

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.

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.