BE 6e Becomes BE 6: Mahindra’s Trademark Tussle

Mahindra & Mahindra has temporarily renamed its upcoming electric SUV, previously known as the BE 6e, to BE 6. This decision follows a trademark dispute initiated by IndiGo Airlines, owned by InterGlobe Aviation Ltd. Mahindra plans to challenge the claim in court.

IndiGo objected to Mahindra’s use of the “BE 6e” name, citing potential confusion with its own “6E” trademark, a key part of its brand identity. IndiGo’s “6E” identifier is used across various services, including airline operations, advertising, and customer services like seat selection and in-flight purchases. The trademark is registered under multiple classifications, covering electronic displays, advertising, and transport services.

Mahindra’s BE 6e trademark falls under the classification for motor vehicles and related equipment. The automaker emphasized that the “BE” prefix in its trademark signifies its “born electric” platform, differentiating it from IndiGo’s standalone “6E.”

In a statement released on December 7th, Mahindra argued that the lawsuit could set a harmful precedent by allowing the monopolization of two-character alphanumeric marks, which are commonly used in various industries. Mahindra also pointed out perceived inconsistencies in IndiGo’s stance, referencing a past trademark dispute involving Tata Motors and InterGlobe Aviation over the “Indigo” name.

The BE 6, positioned to compete with upcoming models like the Tata Curvv EV and Hyundai Creta EV, offers two battery options: a 59kWh battery with a 556km range and a 79kWh battery with a 682km range (MIDC). For the time being, the newly unveiled SUV will be sold as the BE 6. Mahindra initially unveiled the BE 6e in late November 2023 as part of its “born electric” lineup. Deliveries are scheduled to commence in late February or early March 2025, with full pricing expected in January.