Mahindra & Mahindra has rechristened its electric SUV from “BE 6e” to “BE 6” after the trademark issue with InterGlobe Aviation Limited, the owner of IndiGo Airlines. The dispute came forth after Mahindra’s declaration of its electric SUV range, comprising BE 6e and XUV 9e, on November 26, 2024.
The controversy, on the other hand is an application by Mahindra for the trademark “BE 6e,” in Class 12 vehicles. The “BE” brand, short for “Born Electric,” is actually a registered brand of Mahindra associated with the company’s electric vehicle platform. However, the low-cost airline IndiGo objected to that particular inclusion of “6e,” arguing that it looked deceptively similar to the existing trademark “6E,” which represents the airliner’s brand.
Mahindra retorted that the “BE 6e” mark and “6E” are different not only in industry but also in design, arguing that they are used in different markets, namely, automobile vs. aviation, and that consumer confusion is unlikely. The company further pointed to a judgment from an earlier case when Tata Motors had objected to IndiGo’s use of the “6E” mark on grounds of similarity with the brand name Tata Indigo. In that case, the court permitted the use of “6E” for its airline services by the Airline, and Mahindra argued that this made IndiGo’s objection to “BE 6e” inconsistent.
Despite the renaming of the electric SUV to “BE 6” in response to the objection, Mahindra still intends to challenge IndiGo’s claim in court. The company expressed its fear that allowing IndiGo to monopolize a two-character alphanumeric mark could limit the ability of other companies across different industries to use similar designs. Mahindra emphasized that it aims to avoid unnecessary distractions and focus on the promotion of electric mobility in India.
The company has also reaffirmed its commitment to introducing its electric vehicle lineup to the market and providing an exceptional customer experience. Mahindra indicated that it will continue with its legal challenge in an effort to secure clarity on the use of trademarks in different industry sectors.
