Jeep defends against Mahindra Copycat model too close to home



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There is an internal rule at Fiat Chrysler Automobiles. Never use the Jeep brand name as a name, as in "It drives a Jeep". One reason is that without a specific model name, the brand name is reduced to a generic vehicle type. , turning Jeep into a "jeep".

Mahindra Roxor SUVMahindra Automotive North America

Yet this is at the heart of Roxor's latest case of Indian automaker Mahindra Group and why the FCA filed a complaint with the federal government alleging that the SUV was too much like the branded vehicles sold Jeep. In its complaint to the US International Trade Commission, FCA alleges that the similarity between Roxor and Jeep "dilutes" the mark and undermines key design features such as split vertical grid and overall square structure. & Nbsp;

Mahindra said he had not yet seen the complaint, but had issued a statement in which he claimed that he had examined FCA's "main file" and found it "baseless". This statement emphasizes that Mahindra's relationship with the FCA and its predecessors dates back to the 1940s, with the latest agreement signed in 2009, and that Mahindra "coexists with FCA (and the Jeep brand) for over 25 years in India and in many other countries ". Regarding the Roxor, Mahindra states that "ROXOR is a derivative of Mahindra vehicles distributed in these markets. & Nbsp;Based on these agreements and our history, we believe that FCA's claims are unfounded and Mahindra has the right to manufacture and distribute the ROXOR all-terrain vehicle."

In addition to its commercial relationship with FCA, Mahindra has a new production site to build the Roxor near FCA's headquarters in Auburn Hills, Michigan.& nbsp; it does not interfere with the brand or features of the Jeep brand with Roxor, a seemingly paying Google listing for Mahindra bears the title of "Mahindra Car Jeep – Visit Your Site Today." However, clicking on the link that leads to the Mahindra USA website no information about the Roxor or mentions the& nbsp; Brand Jeep.

Of course, this is not the first time Jeep has been able to repel perceived imitators, and not always successfully.

In 2002, while DaimlerChrysler was repealed by the Federal Court of Appeal under an offer of an injunction against General Motors, alleging that the Hummer H2 grille was Too much like the grille of the Jeep vehicles, they each had seven vertical slots. . In that decision, the three judges upheld an earlier court decision that DaimlerChrysler could not prove he had a "family of marks" identified with Jeep vehicles. & Nbsp;

Hummer H2 Grid for Wheels at the International Auto Show of Canada CIAS in Toronto February 14-23, 2003. February 12, 2003 (Photo by David Cooper / The Toronto Star via Getty Images)

Ironically, when Hulky Hummer vehicles were in fashion in the early 2000s, the Jeep brand attempted to oppose the unfortunate three-row commander who bombed. & Nbsp;

Jeep Commander on the turntable at the Canadian International International Sunday 2006 in Toronto. (Photo by David Cooper / Toronto Star via Getty Images)

Under the direction of FCA's new CEO, Mike Manley, Jeep has become the automaker's financial base. As head of Jeep Manley, he joined a global brand, adding models such as Renegade and Cherokee, replacing the Patriot with a completely redesigned version of the Compass, updating the Wrangler and elevating the Grand Cherokee to the status of luxury. Until July, Jeep sales in the United States increased by 21% compared to the first seven months of 2018.

It is too early to predict whether FCA will prevail in its last attempt to thwart what it believes is Mahindra's offer to market a product that mimics FCA's most successful brand. Anything can depend on the legal decision that the Mahindra Roxor is only like "jeep" the name, not the Jeep brand.

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There is an internal rule at Fiat Chrysler Automobiles. Never use the Jeep brand name as a name, as in "It drives a Jeep". One reason is that without a specific model name, the brand name is reduced to a generic vehicle type. , turning Jeep into a "jeep".

Mahindra Roxor SUVMahindra Automotive North America

Yet this is at the heart of Roxor's latest case of Indian automaker Mahindra Group and why the FCA filed a complaint with the federal government alleging that the SUV was too much like the branded vehicles sold Jeep. In its complaint to the US International Trade Commission, FCA alleges that the similarity between Roxor and Jeep "dilutes" the mark and undermines key design features such as a vertical grid and a global square structure.

Mahindra said he had not yet seen the complaint, but had issued a statement in which he claimed that he had examined FCA's "main file" and found it "baseless". This statement emphasizes that Mahindra's relationship with the FCA and its predecessors dates back to the 1940s, with the latest agreement signed in 2009, and that Mahindra "coexists with FCA (and the Jeep brand) for over 25 years in India and in many other countries ". Regarding the Roxor, Mahindra states that "ROXOR is a derivative of Mahindra vehicles distributed in these markets. Based on these agreements and our history, we believe that FCA's claims are unfounded and Mahindra is well-entitled to manufacture and distribute the ROXOR all-terrain vehicle."

In addition to its commercial relationship with FCA, Mahindra has a new production site to build the Roxor near FCA's headquarters in Auburn Hills, Michigan. it does not interfere with the brand or features of the Jeep brand with Roxor, a seemingly paying Google listing for Mahindra bears the title of "Mahindra Car Jeep – Visit Your Site Today." However, clicking on the link that leads to the Mahindra USA website no information about the Roxor or mentions the Brand Jeep.

Of course, this is not the first time Jeep has been able to repel perceived imitators, and not always successfully.

In 2002, while DaimlerChrysler was repealed by the Federal Court of Appeal under an offer of an injunction against General Motors, alleging that the Hummer H2 grille was Too much like the grille of the Jeep vehicles, they each had seven vertical slots. . In that decision, the three-judge panel upheld an earlier court ruling that DaimlerChrysler could not prove he had a "brand family" identified with Jeep vehicles.

Hummer H2 Grid for Wheels at the International Auto Show of Canada CIAS in Toronto February 14-23, 2003. February 12, 2003 (Photo by David Cooper / The Toronto Star via Getty Images)

Ironically, when Hulky Hummer vehicles were in fashion in the early 2000s, the Jeep brand attempted to counter the unfortunate three-tier commander who had bombed.

Jeep Commander on the turntable at the Canadian International International Sunday 2006 in Toronto. (Photo by David Cooper / Toronto Star via Getty Images)

Under the direction of FCA's new CEO, Mike Manley, Jeep has become the automaker's financial base. As head of Jeep Manley, he joined a global brand, adding models such as Renegade and Cherokee, replacing the Patriot with a completely redesigned version of the Compass, updating the Wrangler and elevating the Grand Cherokee to the status of luxury. Until July, Jeep sales in the United States increased by 21% compared to the first seven months of 2018.

It is too early to predict whether FCA will prevail in its last attempt to thwart what it believes is Mahindra's offer to market a product that mimics FCA's most successful brand. Anything can depend on the legal decision that the Mahindra Roxor is only like "jeep" the name, not the Jeep brand.