After its initial design was shut down by a lawsuit filed by Fiat Chrysler, Mahindra Automotive North America eyes the U.S. side-by-side market with the new ROXOR off-road SXS.
The Mahindra ROXOR has been a long time coming. Mahindra, a multinational automotive manufacturing corporation headquartered in Mumbai, originally planned to sell the side-by-side in the States in 2018.
The company quickly ran into opposition from Jeep, who claimed the ROXOR looked a little too much like the original Willys Jeep. Apparently, in the automotive world, imitation is not the sincerest form of flattery.
As a result of the Fiat Chrysler lawsuit, the U.S. International Trade Commission ruled that the original ROXOR design violated Jeep’s trade dress (the general appearance, packaging, or brand image of a product) but not its registered trademarks.
So Mahindra went back to the drawing board, returning in 2020 with a redesigned ROXOR. In December 2020, the ITC ruled that Mahindra’s new design does not infringe Jeep’s trade dress, clearing the way for production to begin at the company’s Auburn Hills, Michigan, assembly plant.
And though Mahindra seems to be aiming the ROXOR squarely at the rural lifestyle segment (farmers and ranchers), the rugged side-by-side could also dip into the off-road market.
“The ROXOR brand has built a passionate following with off-road enthusiasts and rural lifestyle customers. We are excited to bring this unique SXS back into the market,” said Viren Popli, president and CEO, Mahindra Ag North America and Mahindra Automotive North America.
ROXOR Comes Off-Road Ready
The new ROXOR is based on a steel body on a boxed steel frame — a rugged construction for side-by-side owners who are tired of having to fix and replace light-duty, plastic bodywork.
The ROXOR is outfitted with a 2.5L turbo diesel engine that makes 62 horsepower and 144 pound-feet of torque. That’s good for a 55 mph max speed and a max tow rating of 3,490 pounds.
Optional add-ons to make the ROXOR even more off-road adventure-ready include accessories like a 3-inch lift kit, custom Bilstein shocks, and an oil pan skid plate.
Sure, the ROXOR doesn’t compete with the likes of the Polaris RZR Pro R, but it does come with the endorsement of off-road racer Jesse Haines, who won the 4600 class at the 2020 King of the Hammers Every Man Challenge in a (highly) modified version of the Mahindra side-by-side.
The ROXOR is available in a base or all-weather model. For full specs and more information, visit ROXOR’s website.
