Mahindra renames electric SUV "BE 6" amid trademark dispute with IndiGo

Mahindra & Mahindra has announced a decision to rename its electric SUV from "BE 6e" to "BE 6" following a trademark dispute with InterGlobe Aviation Limited, the operator of IndiGo airlines. The disagreement arose after Mahindra unveiled its electric origin SUVs, the BE 6e and XUV 9e, on November 26, 2024.

Mahindra has applied for trademark registration of "BE 6e" under Class 12, which pertains to vehicles. The "BE" brand, standing for "Born Electric," is already registered under the same class by Mahindra and is associated with the company’s electric vehicle platform. However, InterGlobe Aviation has raised concerns over the inclusion of "6e," citing similarities with IndiGo's "6E" mark, which represents its airline services.

In response, Mahindra clarified that its mark, "BE 6e," differs fundamentally from IndiGo's "6E" as it is intended for an entirely different industry and product category. The automaker emphasized that its branding, including distinct styling, minimizes any potential confusion between the two.  

Mahindra also pointed out a precedent involving a similar objection raised by Tata Motors when InterGlobe used the IndiGo mark. Despite Tata’s concerns about the similarity to its Tata Indigo car brand, InterGlobe continued using the name in the airline sector. Mahindra argued that this history makes InterGlobe's objection to "BE 6e" inconsistent.  

Although Mahindra has decided to rebrand the SUV as "BE 6" to avoid unnecessary distraction from its focus on popularizing electric transport in India, the company has indicated its intent to challenge IndiGo's objection in court. Mahindra views the claim as unfounded and expressed concerns that allowing IndiGo to monopolize a two-character alphanumeric mark could restrict companies across industries.  

Mahindra reiterated its commitment to delivering an excellent customer experience as it introduces its electric SUV lineup to the market. The company stated that the legal challenge would proceed to ensure clarity on the use of distinctive trademarks in different sectors.