Mahindra renames BE 6e to BE 6 following trademark dispute with IndiGo

Mahindra countered that its "BE 6e" mark differs significantly from IndiGo's "6E," as they belong to entirely different industries and product categories. The company also highlighted its distinct brand styling, reducing the likelihood of consumer confusion.

Mahindra & Mahindra has announced that its electric SUV “BE 6e” will now be called “BE 6” following a trademark dispute with InterGlobe Aviation Limited, the operator of IndiGo airlines. The disagreement emerged after Mahindra unveiled its electric SUVs, the BE 6e and XUV 9e, on November 26, 2024.

The automaker had applied to register the “BE 6e” trademark under Class 12, covering vehicles. Its “BE” brand, meaning “Born Electric,” is already registered in the same category and linked to Mahindra’s electric vehicle platform. However, InterGlobe Aviation objected to the use of “6e,” citing its similarity to IndiGo’s “6E” trademark, which represents its airline services.

Mahindra countered that its “BE 6e” mark differs significantly from IndiGo’s “6E,” as they belong to entirely different industries and product categories. The company also highlighted its distinct brand styling, reducing the likelihood of consumer confusion.

The automaker referenced a previous trademark conflict involving Tata Motors and InterGlobe Aviation. Tata Motors had raised concerns over the use of “IndiGo,” which resembled its “Tata Indigo” car brand. Despite the objection, InterGlobe continued using the name in the airline sector. Mahindra argued that this precedent made IndiGo’s current objection inconsistent.

Although Mahindra opted to rename the SUV to “BE 6” to stay focused on promoting electric mobility in India, the company intends to challenge IndiGo’s objection in court. It believes the claim lacks merit and expressed concerns that granting IndiGo exclusive rights to a two-character alphanumeric mark could limit businesses across various industries.

Reaffirming its commitment to delivering a premium electric vehicle experience, Mahindra stated it would pursue legal clarity on trademark use while advancing its electric SUV lineup.