Can you tell a "jeep" from a "Jeep"?

The South African arm of international automobile manufacturer Chrysler has objected to an advertisement by Indian vehicle maker Mahindra and Mahindra that uses the term "jeep", saying it owns the trade mark to the world's oldest sport utility vehicle. The Advertising Standards Authority of South Africa (ASA) is looking at the matter. Mahindra and Mahindra says it used "jeep" in lower case letters to denote the generic name for the kind of multi-purpose vehicles it makes.