Mahindra can no longer sell its small Roxor all-terrain vehicle to the United States due to the decision of the International Trade Commission confirming a judge’s decision that the design of the small all-terrain vehicle violates the trademark of FCA on the appearance of the Jeep Wrangler. In addition to not being able to sell the machine, Mahindra may not import parts and supplement Roxors in the country.
In November 2019, a judge ruled that the Roxor had violated the Jeep model’s business attire, according to Automotive news. However, the decision did not cover the Mahindra grille as violating the Jeep’s branded look. The judge suggested removing Roxor from the market, and ITC approved the decision.
Mahindra assembles the Roxor in Michigan. However, all the components are manufactured in India and the American site collects the parts.
In January 2020, Mahindra made styling changes to the Roxor that the company hoped would be a solution to the branding problem. The revised model had a new grille with a range of oval-shaped openings and a body-colored outline. At the time, Mahindra said he was willing to make more design changes to make the vehicle ITC compliant. Given this decision, the company could return to the drawing board.
While the Roxor is too close to the classic Jeep design in terms of brands, the two vehicles are not really competitive. The Roxor is not legal on the road, so it belongs more to the all-terrain vehicle segment side by side. A 2.5-liter four-cylinder turbodiesel engine produces 62 horsepower (46 kilowatts) with 144 pound-feet (195 Newton meters) of torque. The transmission consists of a five-speed manual transmission, a two-speed transfer case and a part-time all-wheel drive. The maximum speed is only 45 miles per hour (72 kilometers per hour).