Mahindra & Mahindra has announced its decision to rename its upcoming electric SUV as the BE 6, following a legal dispute with InterGlobe Aviation Limited, the parent company of IndiGo Airlines. The company revealed that it will continue to contest the brand rights for 'BE 6e' in court citing fundamental differences between its trademark application and IndiGo’s concerns over potential confusion with its '6E' airline branding.
InterGlobe Aviation raised objections to Mahindra’s use of '6e' arguing that it could cause brand confusion. Of course, because you might confuse the keys to your Mahindra electric and walk up to a Boeing A320 and drive it across town. Mahindra countered this claim, highlighting the distinct differences in styling, industry, and product, and pointed out precedent cases, including Tata Motors’ earlier objection to IndiGo over the use of 'Indigo' for its airline brand. Mahindra emphasised that similar cases have previously been resolved without monopolising generic alphanumeric names across unrelated sectors.
Mahindra’s electric origin SUVs including the BE 6e and XEV 9e, were unveiled on 26 November 2024 as part of its expanding portfolio of electric vehicles. The 'BE' mark already registered under Class 12 for vehicles, represents Mahindra’s 'born electric' platform exclusively for electric mobility. The company applied for trademark registration of 'BE 6e' arguing that its use of the alphanumeric name does not conflict with IndiGo’s trademark for a separate industry.
In response to the dispute, Mahindra has chosen to simplify its branding for the electric SUV, renaming it the BE 6. Despite this rebranding, the company intends to pursue its legal right to the BE 6e name, citing concerns over setting a restrictive precedent that could hinder businesses across industries from using alphanumeric marks.
Mahindra expressed disappointment over the conflict, calling it an unnecessary distraction between two major Indian multinational companies. The company reiterated its commitment to popularising electric mobility in India and prioritising customer experience.
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