Mumbai: Mahindra, a prominent name in the Indian automotive industry, finds itself in a trademark tussle over its electric SUV brand, the BE 6e. The automaker introduced its new electric SUVs, the BE 6e and XEV 9e, on November 26, 2024, as part of its “Born Electric” platform, with the “BE” mark already registered under Class 12 for vehicles.
However, aviation giant InterGlobe Aviation Limited, known for operating IndiGo airlines, has raised objections to the use of “6e,” claiming it bears resemblance to their trademarked identifier. In response, Mahindra clarified that its trademark application pertains to “BE 6e,” a distinctive name specific to the automotive sector.
Mahindra’s Stand on the Dispute
According to Mahindra, the concerns raised by IndiGo are misplaced. “Our mark, ‘BE 6e,’ fundamentally differs from IndiGo’s ‘6E,’ which represents an airline. The industries, products, and purposes are entirely distinct, leaving no room for confusion,” the company stated. Mahindra further pointed out that the design and styling of their brand reinforce its unique identity.
The automaker also drew attention to a past trademark conflict between InterGlobe and Tata Motors over the airline’s use of “IndiGo,” which Tata contended conflicted with its “Indigo” car brand. Mahindra argued that IndiGo’s continued use of the name demonstrates a precedent of coexistence between trademarks across industries.
Rebranding and Legal Action
Despite standing firm on its position, Mahindra announced a rebranding decision, renaming the BE 6e to simply “BE 6.” The move is intended to avoid unnecessary distractions and maintain focus on its mission to popularize electric vehicles in India.
“While we believe IndiGo’s claim is baseless, we are committed to delivering an exceptional experience to our customers and will not let this distract us. However, we will continue to contest this matter in court to prevent the monopolization of alphanumeric marks, which could set an unhealthy precedent,” Mahindra declared.
Industry Implications
This legal clash underscores the growing competition for unique brand identities in a globalized marketplace. Mahindra’s decision to proceed with legal action while adopting a pragmatic rebranding strategy reflects the balance between protecting intellectual property and prioritizing business goals.
As Mahindra gears up to launch the BE 6 and XEV 9e, the case could shape future considerations around trademark disputes involving cross-industry identifiers. For now, the focus remains on the road ahead—electrifying India’s mobility landscape.
