Auto India, Car India

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Chrysler and M&M are entangled in a clash over a front grille design and the shape of the Scorpio. Chrysler says that Scorpio’s designing, at front, looks analogous to their Jeep and M&M has copied the design. There is rumor that Chrysler could start legal action against Mahindra and Mahindra.

These two industries were also catched in the unrelated dispute in South Africa in a month of June’08. In SA, Chrysler disputed the M&M advertisement saying that it owns trademark to the world’s oldest SUV (sport utility vehicle), jeep, which is the World War II vintage. M&M claimed that they used a word “jeep” with the lower case to indicate the common name for thetype of multi purpose vehicles they manufactures.

According to sources in M&M, it had launched the heritage campaign in SA focused on Willys Jeep, the well-known utility vehicle which was utilized in 1940s. Chrysler made contact with M&M and was firm that M&M couldn’t use the word ‘Jeep’. Chrysler observed that till 1994, M&M could use word ‘Jeep’. But after ’94, it belonged only to the Chrysler.

Chrysler and M&M are understood to be in conversations to solve the dispute over Scorpio design.