Mahindra vs IndiGo: Shocking Twist in ‘BE 6e’ Trademark Fight!
In a surprising turn of events, Mahindra & Mahindra (M&M) has decided to rename its new electric SUV brand from ‘BE 6e’ to ‘BE 6’, following a legal dispute with IndiGo Airlines over trademark rights. However, Mahindra has made it clear that it will continue to contest IndiGo’s claim in court, calling it “baseless” and a potential threat to innovation across industries.
This legal battle has sparked widespread interest, as it pits two of India’s leading multinationals—one in the automotive sector and the other in aviation—against each other over the use of a seemingly simple alphanumeric combination.
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Mahindra vs IndiGo: The Dispute- What’s at Stake?
IndiGo, India’s largest domestic airline with a 60% market share, filed a lawsuit against Mahindra, claiming that the automaker’s use of ‘6e’ in its electric SUV brand ‘BE 6e’ infringes on its trademark. IndiGo has long used ‘6E’ as its call sign and branding across various platforms, including co-branded credit cards and in-flight magazines.
In response, Mahindra has argued that its ‘BE 6e’ trademark is entirely distinct from IndiGo’s ‘6E’, both in terms of industry and application. The automaker emphasized that ‘BE 6e’ is part of its ‘Born Electric’ platform, which underpins its futuristic electric SUVs, and is registered under Class 12 (vehicles), a category unrelated to aviation.
Mahindra’s Stance: A Fight for Innovation
In a statement released on Saturday, Mahindra announced its decision to rename the SUV brand to ‘BE 6’ to avoid distracting from its mission of popularizing electric mobility in India. However, the company made it clear that it will continue to challenge IndiGo’s claim in court.
“We believe the claim by IndiGo is baseless and, if not challenged, will set an unhealthy precedent of monopolizing alphanumeric two-character marks. This will constrain innovation across industries,” Mahindra said.
The automaker also pointed out that IndiGo itself has faced trademark objections in the past. For instance, Tata Motors had objected to IndiGo’s use of the name ‘IndiGo’, citing its similarity to the Tata Indigo car brand.
Why Mahindra Renamed the Brand
While Mahindra is confident in its legal position, the company decided to rename the SUV brand to ‘BE 6’ to focus on delivering an exceptional customer experience.
“Our priority is ensuring an excellent customer experience as we take our product to the market. We would not like to get distracted from our vision of popularizing electric transport in India,” Mahindra stated.
The automaker also highlighted that ‘BE 6e’ was never intended to be a standalone name but part of a broader lineup of electric SUVs, including models like BE 5e and BE 7e.
The Bigger Picture: Mahindra’s EV Ambitions
The ‘BE 6e’, now renamed ‘BE 6’, is part of Mahindra’s ambitious plan to launch five all-electric SUVs by 2028. The ‘BE’ lineup, which stands for ‘Born Electric’, represents Mahindra’s commitment to futuristic design, advanced technology, and sustainable mobility.
Key Features of the BE 6:
- Futuristic Design: A sleek, sporty electric SUV with cutting-edge aesthetics.
- Advanced Technology: Built on Mahindra’s INGLO platform, offering superior performance, range, and safety.
- Sustainability: Part of Mahindra’s broader push to lead India’s transition to electric mobility.
The BE 6 is one of the first models to emerge from Mahindra’s Born Electric Vision, alongside the XEV 9e, which was unveiled in November 2024.
IndiGo’s Perspective
IndiGo has defended its lawsuit, arguing that the use of ‘6e’ by Mahindra could create confusion among consumers. The airline has built a strong brand identity around ‘6E’, which it uses extensively in its marketing and branding efforts.
However, Mahindra has countered this claim, stating that its ‘BE 6e’ branding is fundamentally different in both styling and application, eliminating any risk of confusion.
What’s Next?
The legal battle between Mahindra and IndiGo is far from over. While Mahindra has renamed its SUV brand to ‘BE 6’, it has vowed to continue contesting IndiGo’s claim in court.
This case could set a significant precedent for trademark disputes in India, particularly when it comes to the use of alphanumeric combinations across different industries.
The Mahindra-IndiGo trademark dispute highlights the challenges of navigating intellectual property rights in a rapidly evolving business landscape. While Mahindra has taken a pragmatic approach by renaming its SUV brand, its decision to fight IndiGo’s claim in court underscores the importance of protecting innovation and fair competition.
As Mahindra gears up to launch its Born Electric Vision lineup, including the newly renamed BE 6, the automaker remains focused on its mission to lead India’s electric mobility revolution.
Stay tuned for updates on this high-profile legal battle and Mahindra’s exciting EV journey!
