Fiat Chrysler seeks to block US sales of Mahindra 'Jeep'

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The company has asked the US International Trade Commission to investigate into the Mahindra Roxor SUV that, according to FCA, has copied styling elements of the Willys Jeep that was used in the World War II.

FCA's claim rises from the Roxor's distinctly Jeep-like styling: a curved hood, round headlights, almost vertical bodysides, a flat grille, exterior hood latches, and more.

Fiat Chrysler has also said that Roxor imports threaten it with substantial injury as they are underselling Jeeps on price.

Fiat Chrysler Automobiles has filed a complaint with the United States International Trade Commission in an attempt to stop Mahindra from selling an apparent Jeep copycat in that country.

Fiat Chrysler claims that the Roxor violates numerous Jeep brand's signature design features, like the boxy design with flat side profiles and a rear section height which matches that of the front.

Mahindra, whose auto business began 70 years ago with a license to build Willys vehicles for Asia, has their presence in several industries in USA, including information technology and mobility. "In fact, the accused product was 'modeled after the original Willys Jeep'". "Our actions, products, and product distribution (including ROXOR) both honour the legacy of the relationship and the terms of our agreements with FCA", the automaker said. The resilient Mahindra became the first non-domestic auto brand to establish its production base in Detroit since Mazda in 1987 and is planning to triple the work force by 2020 with further investment.

Powering the Mahindra Roxor is an M2DICR 2.5-litre turbo diesel engine that makes 62 PS at 3,200rpm and generates 195 Nm at 1,400 to 2,200rpm. Mahindra has a historic relationship and agreements with FCA and its predecessors that go back 70 years. FCA said, "Mahindra capitalizes on the cost advantages of manufacturing their products in India and then importing knocked-down kits to the US, where they're assembled in the Detroit area".

"The Roxor is going to start a new journey for Mahindra in the United States, establishing our reputation of offering tough, durable and rugged off-road vehicles, just like what we have accomplished with our tractors being sold here".

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