Mahindra’s Roxor, which is an off-road vehicle, sold in the US, has found itself in a problematic situation, as the imports of this SUV have been stopped, following a trade case filed by Fiat Chrysler.
The case mentions Mahindra and Mahindra Ltd’s Roxor to be a copy of the iconic Jeep Wrangler. In November last year, Trade Judge Cameron Elliot found Roxor infringing Jeep with reference to six design elements pointed out. However it was also found that Roxor did not infringe Jeep’s patent front grille design. As per the Judge, these design elements evoke the image of Jeep, thereby eroding the value of the Jeep Wrangler.
While Mahindra faces a big challenge selling vehicles on its home turf, due to the COVID-19 outbreak and the subsequent lockdown, this sure comes as a shocker from the largest off-road vehicle market in the world. Mahindra is firm in stating that Roxor does not violate Jeep’s trade marks. The company also stated that the 2020 model of Roxor is undergoing few design changes that will differentiate it further from the Wrangler.
The US market is poised at a return to the highest growth of off-road vehicle sales post the lockdown in 2021. We hope that the disputes between the two parties settle and customers can continue to enjoy affordable off-roading in the US.