Mahindra has announced that it has decided to rename its new electric vehicle (EV) brand ‘BE 6‘ but noted that it will continue to vigorously contest IndiGo’s trademark ‘BE 6e’ in court.
The automaker announced this move, followed by a lawsuit filed by Interglobe Aviation Limited, the parent company of IndiGo, against the use of ‘6e’ in Mahindra’s new EV, Be 6e. Until the legal dispute concludes, Mahindra will market the electric SUV under the BE 6 nameplate.
Mahindra revealed its electric-origin SUVs, the BE 6e and the XEV 9e, on November 26. The Indian automaker had applied for trademark registration under class 12 (vehicles) for the BE 6e as part of its electric-origin SUV portfolio.
The automaker has said it will contest the brand rights of BE 6e against IndiGo in court.
Mahindra responded that its mark is “BE 6e,” not the standalone “6E.”
“We believe it differs fundamentally from IndiGo’s “6E,” which represents an airline, eliminating any risk of confusion. The distinct styling further emphasizes its uniqueness. Our registration application is for an entirely different industry sector and product and hence does not see any conflict,” said Mahindra in a statement.
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