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A $6 billion family owned Indian conglomerate that got its start making licensed Willys Jeeps during World War II is reportedly in talks with Chrysler LLC about the iconic Jeep brand.​

It is unclear whether Mahindra & Mahindra Ltd. of Mumbai is attempting to purchase the Jeep brand or arrange a licensing arrangement to make the vehicle. Other possible options include either negotiating to make parts or forming a joint venture with the Auburn Hills, Mich., automaker.

Chrysler officials yesterday denied an Economic Times of India story published Sunday discussing the prospects.

"No," Chrysler spokesman David Barnas responded to whether Chrysler was discussing a sale of the Jeep brand.

"Jeep is not for sale," he said.

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