Mahindra announced their decision to rebrand the SUV as the "BE 6." This decision aims to prioritize their product launch and market entry.Mahindra which revealed its electric SUVs, the BE 6e and XEV 9e, on November 26, 2024 is having a conflict with InterGlobe Aviation Limited, operating as IndiGo airlines regarding Mahindra's use of "6E" in its SUV name. This is despite Mahindra’s trademark application for “BE 6e” under class 12 (vehicles). While Mahindra maintains its mark is distinct and for a different industry, they have decided to rebrand the vehicle as "BE 6" but will legally contest IndiGo's objection.
Mahindra's trademark registration
Mahindra has applied for trademark registration for "BE 6e" as part of its electric SUV portfolio. The "BE" represents Mahindra's "born electric" platform. IndiGo's concern stems from their use of "6E," leading to Mahindra's decision to rename the SUV to "BE 6" to avoid distractions. However, Mahindra plans to continue pursuing the legal right to use "BE 6e."
“Mahindra’s mark is “BE 6e” not the standalone “6E,” stated the company.
Mahindra emphasises that their mark includes "BE" along with "6e," differentiating it from IndiGo's standalone "6E" airline designation. They believe this distinction eliminates any potential confusion due to the different industries and product types.
“We believe it differs fundamentally from IndiGo’s “6E,” which represents an airline, eliminating any risk of confusion. The distinct styling further emphasises its uniqueness. Our registration application is for an entirely different industry sector and product and hence do not see any conflict,” the company added.
Past cases with similar conflict
Mahindra highlights a past instance where Tata Motors objected to InterGlobe's use of "IndiGo" due to their Tata Indigo car brand. InterGlobe continues to use the "IndiGo" mark, setting a precedent, according to Mahindra, for using similar marks in different industries.
“In fact, we would like to point out that in the past, Tata Motors had objected to InterGlobe using the IndiGo mark, given their Tata Indigo car brand. InterGlobe continues to use the mark IndiGo in a different industry and business. We therefore find their objection to BE 6e to be inconsistent with their own previous conduct,” it added.
Mahindra expressed a desire to focus on their customers and the electric vehicle market in India, rather than engage in a dispute with IndiGo. They see the potential conflict as unnecessary between two large Indian companies.
Mahindra BE 6
Mahindra announced their decision to rebrand the SUV as the "BE 6." This decision aims to prioritize their product launch and market entry.
Despite renaming the vehicle, Mahindra believes IndiGo's claim lacks merit and could create a negative precedent concerning the use of alpha-numeric marks.
“We however do believe the claim by IndiGo is baseless and if not challenged, will set an unhealthy precedent of monopolising alpha-numeric 2-character marks, despite our mark being distinctive and different. This will be enormously constraining for all companies across industries and sectors.”
Mahindra intends to continue its legal challenge to preserve the right to use the "BE 6e" name. They see this as a broader issue impacting various companies across different industries.
