Mahindra Wins Court Case over Jeep Wrangler Trademark Infringement


  • A Michigan courtroom settled a years-long dispute between Mahindra Automotive North America and Fiat Chrysler Cars—later known as Stellantis—over the design of Mahindra’s Roxor off-roader.
  • Fiat Chrysler had claimed in 2018 that the Roxor’s look was too much like the “iconic Jeep design,” however a 2020 replace gave the Roxor a extra distinct entrance finish.
  • The Roxor, which is now cleared on the market by the courtroom, additionally is not road-legal within the U.S., because it’s meant to be used on farms and different off-road purposes.

Again in 2018, Indian automaker Mahindra & Mahindra introduced its Roxor off-roader to america, aiming to promote it as a non-street-legal various to side-by-sides and different work autos. However the Roxor’s old-school design—primarily based on the unique Willys Jeep—prompted authorized motion from Fiat Chrysler Cars (FCA). Now the Jap District Courtroom of Michigan has dominated in favor of Mahindra Automotive North America, allowing the corporate to proceed promoting 2020-and-newer variations of the truck, as reported by Automotive Information.

Fiat Chrysler Cars—which grew to become Stellantis in 2021 when FCA merged with PSA Group—had known as the Roxor “an almost equivalent copy of the enduring Jeep design,” submitting a proper criticism with the U.S. Worldwide Commerce Fee (ITC) in 2018. FCA complained concerning the “boxy physique form with flat-appearing vertical sides and rear physique ending at about the identical peak because the hood” and alleged that Mahindra was meaning to “penetrate america market and hurt FCA’s goodwill and enterprise.”

2024 jeep wrangler and mahindra roxor

Jeep and Mahindra

Mahindra shot again, asking a Michigan courtroom to dam FCA’s criticism and claiming that the 2 corporations had come to an settlement in 2009 that Mahindra might promote the Roxor with a grille design accredited by Fiat that was completely different sufficient from the traditional seven-slot Jeep grille. Mahindra additionally argued that Fiat Chrysler was utilizing the case to wreck the corporate’s repute and that the Roxor had all the time been meant as an off-road-only car, which means it did not compete with the Jeep Wrangler.

In June 2020, the Worldwide Commerce Fee dominated that whereas the Roxor was not violating any Fiat Chrysler logos, it did infringe on the commerce gown—a time period for the look of a product that distinguishes its supply within the eyes of customers—and really helpful stopping the import and sale of Roxor components.

2019 mahindra roxor

A 2019 Mahindra Roxor with the unique grille design.

Marc Urbano|Automotive and Driver

Mahindra responded that the 2018 and 2019 fashions, which had a extra Jeep-like face, have been not in manufacturing and that the 2020 Roxor’s new oval grille differentiated the off-roader sufficient. Later that 12 months the ITC affirmed Mahindra’s claims, agreeing that the 2020 Roxor wasn’t infringing on the Jeep commerce gown.

This led FCA to push the courtroom to implement the “protected distance rule,” which might require Mahindra to register a brand new, non-infringing trademark that was sufficiently completely different from the infringed trademark, serving to clear up for customers that the 2 merchandise have been unrelated. However the Michigan courtroom’s July nineteenth ruling denied FCA/Stellantis’ request, in flip permitting Mahindra to proceed constructing and promoting the post-2020 Roxor.

The Roxor is powered by a diesel 2.5-liter four-cylinder producing 62 horsepower and 144 pound-feet of torque and linked to a five-speed handbook transmission. At 148 inches lengthy, the Roxor is sort of 20 inches shorter than a brand new two-door Wrangler. Prime pace is restricted to 55 mph and Mahindra claims a 3490-pound towing capability. Costs begin at $20,599 earlier than the vacation spot price.

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Caleb Miller started running a blog about automobiles at 13 years outdated, and he realized his dream of writing for a automobile journal after graduating from Carnegie Mellon College and becoming a member of the Automotive and Driver group. He loves quirky and obscure autos, aiming to someday personal one thing weird like a Nissan S-Cargo, and is an avid motorsports fan.


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