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Chrysler turns heat on M&M over Scorpio
MUMBAI/DELHI: Mahindra and Mahindra (M&M) and Chrysler are embroiled in a dispute over the front grill design and shape of the Scorpio. Chrysler alleges that M&M copied the design from its automobile marquee Jeep. There is speculation that Chrysler could initiate legal action against M&M.
The two companies were also locked in an unrelated dispute in South Africa in June this year. The South African arm of Chrysler disputed an M&M ad saying it owns the trademark to the world’s oldest sport utility vehicle, jeep, which is World War II vintage. M&M insisted that it used the word ‘jeep’ with a lower case to denote the generic name for the kind of multi-purpose vehicles it makes. The Advertising Standards Authority of South Africa was later reported to be looking into the matter.
Sources in Mahindra said it had launched a heritage campaign in South Africa focused on the Willys Jeep, a famous utility vehicle which was used in the 1940s. Chrysler contacted M&M and was firm that M&M could not use the word, Jeep. Chrysler pointed out that till 1994, M&M could use the word, Jeep. But after 1994, it belonged only to Chrysler.
M&M and Chrysler are understood to be in discussions to sort out the dispute over the Scorpio design. A source in M&M said “this is nothing of significance and nothing legal. We had one casual conversation with some official in Chrysler. They said the Scorpio grill and the Jeep Wrangler grill look similar. So, can you do something about it?”
With M&M gearing up for the launch of its SUV Scorpio in the US market, any legal action by Chrysler could hold up its plan. M&M wants to cash in on the sale of diesel-powered vehicles in the US as petrol-guzzling SUVs are facing a tough time right now. While Chrysler officials refused to comment on the issue, an M&M spokesperson said they are in dialogue with Chrysler. “While we don't agree with Chrysler’s claims, both companies are looking to address the concerns,” the spokesperson said.
M&M’s ‘Jeep’ connections are decades old. When M&M founders, brothers JC Mahindra and KC Mahindra, started out in 1945 just after the war, they began by assembling completely knocked-down (CKD) Willys Jeeps imported from the US. Back then, the local content was minimal. But by the time M&M approached the government for a licence manufacturing Jeeps, the localisation levels had gone up substantially.
By 1954, the Willys CJ3B, a civilian version of the famed military vehicle, was being made under licence in India. M&M wasn’t the only company to bag the Jeep licence. Mitsubishi also had a similar arrangement though they stopped vehicles based on the CJ3B in 1998. M&M currently makes very small numbers of the CJ340 for customised requirements.
Source :
Chrysler turns heat on M&M over Scorpio- Automobiles-Auto-News By Industry-News-The Economic Times
So, the fight has started is it? If Crysler took any legal action, I think it would be tough for M&M to get its Scorpio on the US roads. Hope things are solved asap.
What about Bolero,its front seemed to be a direct lift off from a JEEP?
Here is the Jeep Wrangler
Here is our Scorpio
In my opinion there is no problem with the grille. Is it?
Except for the number of the slots I dont think its same. Are they claiming this because, they have "similar" grills?
I think we can sport many difference,
1. Wrangler is straight, but in scorpio its slanting
2. Oh, the center one is shorter than all other in Scorpio.
:)
Personally I do not any resemblance! I see more resemblence with Hyundai Terracan than Jeep. Are they talking about any other model? We should stop listening to this Gora's and we should file a case rather.
Chrysler was really peeved with m&m tieing up with Ford in the 90's. Chrysler might be trying to make money from the settlement!
The Seven slat grille design of the Mahindra vehicles is obviously to claim lineage to the erstwhile Jeep family. The addition of the logo on top and hence a shorter central slat was to avoid the legal complexities and yet continue to enjoy the connection.
Not only the Jeep name, but the Jeep face is also licensed. Many Jeep branded products have this 7 slat flanked by round lamp face (Including my daughters Jeep branded pram).
Mahindra would obviously try to leverage the Jeep connections and Chrysler, not having a product in the price range and trying to keep the brand-value intact would try everything to dissociate away from it. Its common sense and no one is wrong about it.
In these cases the corporates should sit down and decide how Mahindra can actually market its Jeep connections after paying the rightful acknowledgements to where their inspiration came from.
Don't understand why it took 6 years for Chrysler to realise this? Or is it due to launch of Scorpio in USA that triggered this?
There is a rumor that Chrysler is already testing the 5 door jeep in India for possible launching and that they also have set up an office in Chennai .can any one confirm this.
cheers
How come the hummer use's the same grill?? Do they have a special permission?
Grill type fuss?
whats this world coming to.
In other news. GM sues Tata because it has the same number of tires on its cars!
M&M has been using this Jeep thingy on its jeeps for a long time. Now is that a trademark? I think commander etc., are bigger trademark violations than the Scorpio, which is just mildly similar.
Quote:
Originally Posted by tsk1979
(Post 938191)
Grill type fuss?
whats this world coming to.
In other news. GM sues Tata because it has the same number of tires on its cars.
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Man you made be laugh loud in my office. rl:
Who knows anything is possible with these guys to stop the competitor entering into US. They missed to do these during 60s & 70s when Japanese car company entered. Now they learnt :D
Quote:
Originally Posted by sukiwa
(Post 938040)
Don't understand why it took 6 years for Chrysler to realise this? Or is it due to launch of Scorpio in USA that triggered this?
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Spot on buddy. Even I have the same feeling. :)
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