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.

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