Mahindra has officially renamed its recently revealed BE 6e electric SUV to BE 6 due to a trademark dispute with IndiGo Airlines over the “6E” branding. However, the automaker plans to contest the matter in court, asserting its right to use the original BE 6e name.

This legal tussle has garnered attention as it raises critical questions about the scope of trademark rights across industries and involves two of India’s leading companies.

Trademark Dispute: Mahindra vs. IndiGo

The conflict arose when InterGlobe Aviation Limited (IndiGo) objected to Mahindra’s use of “BE 6e,” citing potential brand confusion with its own “6E” trademark associated with airline services. Mahindra, however, argues that its trademark is distinctly different.

• Different Trademark Classes: Mahindra’s BE 6e trademark is registered under Class 12, covering vehicles, while IndiGo’s 6E trademark pertains to aviation under a different class.
• Unique Context: Mahindra clarified that its trademark is for “BE 6e,” not the standalone “6E,” making it unique in its styling and usage.

The automaker further highlighted what it considers inconsistencies in IndiGo’s stance. It pointed out that in 2005, Tata Motors had objected to IndiGo’s use of the “IndiGo” name due to similarities with Tata’s Indigo sedan. Despite this, the airline retained its brand name, citing different industry operations.

Rebranding for Market Focus

To avoid any disruptions to its product launch, Mahindra has rebranded the SUV as the BE 6. The SUV, part of Mahindra’s Born Electric (BE) platform, was unveiled alongside the XEV 9e on November 26, 2024.

Deliveries of the BE 6 will begin in February 2025, with the full price list expected in January. The BE 6 offers two battery options:

• 59kWh: MIDC range of 556 km.
• 79kWh: MIDC range of 682 km.

While moving forward with its rebranding, Mahindra remains committed to contesting IndiGo’s claims. The company emphasized that granting exclusivity over common alphanumeric marks like “6E” could stifle innovation and create unnecessary challenges for branding across industries.

Mahindra’s Call for Collaboration

Mahindra expressed disappointment over the ongoing conflict, urging Indian multinationals to focus on collaboration rather than legal battles.

“We believe this distraction detracts from the larger goal of driving innovation and contributing to India’s growth,” Mahindra stated.

The automaker reiterated its commitment to delivering sustainable mobility solutions through its Born Electric platform, which is set to rival upcoming EVs like the Tata Curvv EV and Hyundai Creta EV.

Final Thoughts

Despite the legal dispute, Mahindra remains optimistic about the BE 6’s market potential. With advanced features and a focus on sustainable mobility, the SUV is poised to strengthen Mahindra’s position in India’s growing electric vehicle segment. Meanwhile, the resolution of the trademark case will likely set a precedent for cross-industry trademark disputes in the future.

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Mahindra BE 6 Electric SUV: Rebranding Amidst Trademark Dispute with IndiGo!