Mahindra is working on taking Thar to the international market. However, it will get several changes due to design trademark issues.
Mahindra Thar is one of the most popular off-roading vehicles in the Indian market. It is known for its rugged look and effective powertrain. Mahindra has been planning to sell the popular SUV outside India as well. However, it has faced a roadblock due to multiple design trademark issues. This includes challenges by Jeep in the United States and Australia. Now, the company is reportedly working on design changes.
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Trademark Violation
Initially, Mahindra’s Roxor for US market was found in violation of Jeep’s design trademark. As per a ruling of the United States International Trade Commission in 2020, the import and sale of Roxor is effectively banned in the US. Mahindra was quick to make the necessary changes and introduced a redesigned Roxor. While it was approved initially, the FCA raised new objections in 2022. While this is still going, the Indian version is facing a legal challenge from Jeep in Australia as well.
While Mahindra is still looking at options to bring Thar to the Australian market, it is unlikely to win the case it has already lost in the US. Since the current-gen Mahindra Thar resembles the Jeep Wrangler SUV, the Jeep is likely to challenge Thar in any market it tries to enter. Now, the regional head of Mahindra Automotive, Mr. Joydeep Moitra has announced that the company will not launch the current version of Thar in any international market. This is a smart move as legal battles are not good for the image of an emerging global brand.
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Mahindra Thar International Model
Mahindra is working on a new version of Thar to avoid further complications. It will get a unique profile and value proposition. Mr. Joydeep Moitra has stated that the company is ” working on a differently stylized car”. This version will be exclusive to the international markets. Mahindra needs to make sure that the new Thar doesn’t make any design trademark violations. A 2021 Australian court ruling requires the company to get design approval from Jeep for the new product.
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Mahindra-Jeep Design
It is to be noted that Mahindra had a license to manufacture an adaptation of the Willys Jeep (used by the US Army) in the 1950s. However, this license was only applicable to the original Jeep and not its future versions. Additionally, it was the license was limited to India only. Since then, the Mahindra Thar has gone through several design changes. The current-generation Mahindra Thar looks quite similar to the Jeep Wrangler SUV. This is the primary cause of legal problems for Mahindra Thar. It remains to be seen what the new Mahindra Thar looks like.
