2020 Mahindra Roxor and Jeep fiasco: What the recent ruling means for the Indian company

2020 Mahindra Roxor and Jeep fiasco: What the recent ruling means for the Indian company 

Mahindra Thar's success in India and increasing demand for rugged SUVs in the US encouraged the Indian carmaker to launch Roxor in America in 2018. But since then, the Thar's sibling is having a tough time keep itself out of trouble. In 2018, Mahindra Automotive North America (MANA) was hit by a lawsuit from Jeep over Roxor's design. The American company alleged that the 2018 Roxor's styling, primarily the grille, was inspired by Jeep Wrangler. The matter reached court in November 2019, where Administrative Law Judge (ALJ) determined that Roxor's design was indeed very similar to that of the Jeep's. In addition, the ALJ also recommended a cease-and-desist order against Mahindra, preventing the company from selling the vehicle in the USA. So, in order to get out of that legal complication, Mahindra decided to introduce a facelift model earlier this year. But looks like this model is also embroiled in a legal tussle. According to media reports, the United States International Trade Commission (USITC) has now banned the imports of Roxor parts in America in response to Fiat Chrysler's complaint.

The commission upheld ALJ's findings with some modifications and observed that Mahindra Roxor infringes the Jeep trade dress but not the registered trademarks for the Jeep’s front grille. The USITC has issued an LEO (limited exclusion order) prohibiting the import of Roxor and its components in the US. It must be noted that Mahindra assembles Roxor at MANA's Michigan plant but almost half of the components are imported from India. The Commission has also issued cease and desist orders (CDOs) which stops Mahindra from selling Roxor in the US.

The Indian carmaker, however, said that the order issued by USITC and ALJ's findings were with regards to the 2018-19 model, which is no more in production. The company, in its filings with the USITC, mentioned that the 2020 Roxor, launched in January, doesn't violate Jeep's trade dress or infringes upon Wrangler's design. In fact, MANA is weighing its legal options and will appeal the commission to review its decision. So, as of now, the Roxor remains listed on the company's US website and the company "remains committed to its employees and dealers". 

2020 Mahindra Roxor was launched in January and gets a price tag of $16,599. In its new avatar, the SUV ditches the controversial five-slat grille for a new honeycomb unit which, quite frankly, reminds us of Toyota FJ Cruiser's grille. Save for this, other design changes on the new Roxor include minor tweaks to the front bumper and side panels. The SUV is offered with a 2.5-litre turbo diesel engine which develops 61 bhp and 114 Nm of torque. This engine can be paired to a five-speed manual or six-speed automatic gearbox. And to take on the uncharted terrain, the Roxor gets optional four-wheel-drive system with two-speed manual transfer case, 228 mm of ground clearance, and all-terrain tyres.