Setback for Mahindra as Fiat Chrysler Wins Trade Case over copying design of Jeep Wrangler
Mahindra Loses Trade Case Against Fiat Chrysler Over Copying Design of 'Jeep Wrangler'
Mahindra and Mahindra lost the case against Fiat Chrysler over the issue of a design of M&M’s Roxor. Roxor is a Mahindra’s off road only utility vehicle which was launched in March 2018 in United States. It is priced at $15,999 for a 5-Speed Manual and $16,999 for 6-Speed Manual version. Earlier, Fiat Chrysler has filed a complaint against M&M’s Roxor with the International Trade Commission (ITC). In the complaint, Fiat stated the design of Roxor is heavily borrowed from Jeep Wrangler and affects its brand image.
Earlier this year, January 2020 Mahindra had stated that, a lot of design elements have been modified and if required, it’s ready to make more design changes in order to comply with ITC guidelines. Mahindra also said, Chrysler is trying to get a monopoly over the import and sale of any boxy shaped, open top military vehicles. Fiat has claimed that Roxor is “nearly identical copy” of Jeep’s Wrangler and will erode the value of the Jeep. Further, it also claimed it has the same boxy design with the rear ending at the same height as that of the Wrangler’s hood.
The long legal battle of Fiat Chrysler vs Mahindra has finally ended. The International Trade Commission (ITC) has upheld with the Mahindra’s Roxor design and stated it as the copy of the Jeep. The decision applies immediately until and unless it gets veto from the Trump’s Administration. The Automaker, Fiat Chrysler has welcomed the decision, whereas Mahindra has not made any comment yet.
Mahindra manufactures most of the Roxor’s components in India and assembles in a plant in Michigan, United States. First time, Mahindra recorded zero sales for cars and trucks this year in April due to pandemic. The off road market has slowed down due to Covid-19 pandemic and is expected to rebound next year. US occupies 60% of off road market cap in the world. United States being the biggest market of off road could have helped the company. It would be interesting to see, how Mahindra plans its next strategy after the ITC’s decision.
Let us know in the comment section, what you think about ITC’s decision.
Image Source- Mahindra Automotive North America
