Mahindra Roxor U.S. Import Gets the Banhammer from Jeep
Mumbai-based builder invested $600 million in a production facility for the Mahindra Roxor a few miles from FCA’s Auburn Hills headquarters.
From the moment we first laid eyes upon the Mahindra Roxor, we were in love. The diminutive, insanely simple, and inherently capable little off-roader immediately reminded us of the glory days of Jeep. And clearly, we weren’t the only ones. Turns out, Fiat Chrysler has filed a complaint with the U.S. International Trade Commission alleging that the Roxor is essentially nothing more than a Jeep ripoff. Because, well, it kinda is.
We first heard of this from CNET’s Roadshow segment, and according to the complaint, the automaker believes that allowing the Mahindra Roxor to be sold here in the U.S. would “harm FCA’s goodwill and business,” essentially by undercutting the (much more expensive) Jeep Wrangler. Just last year, the Mumbai-based builder of the Roxor, Mahindra & Mahindra, invested $600 million in a production facility in metro Detroit. One that’s only a few miles from FCA’s Auburn Hills headquarters, in fact. Talk about too close for comfort.
M&M plans on selling a number of vehicles here in the states, including EVs and even USPS trucks. The plan for the Roxor is for it to be mostly built in India, then shipped to the Detroit facility for final assembly. Which is exactly what FCA is trying to prevent. In their complaint, the automaker even accuses Mahindra of trying to “deceive potential consumers and the public” regarding the connection between the Roxor and Jeep.
Mahindra actually acquired the rights to build Willys Jeeps under license way back in the ’40s. But FCA’s complaint alleges that the agreement didn’t grant M&M “ownership rights over Jeep brand-related intellectual property.” Nor did it allow them to sell these products in the U.S. All of which sounds reasonable. But there is just one tiny problem, of course.
The Mahindra Roxor isn’t street legal in the U.S. because it doesn’t meet current emissions and safety standards. So, it clearly won’t be directly competing with the Jeep Wrangler in showrooms. Nor can we see it lurching sales from the iconic model. It’s more of a niche vehicle, much like a UTV. But you can bet that this isn’t the last we’ve heard of this story, so stay tuned.
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