Mahindra Renames BE 6e SUV Amidst Conflict With IndiGo, Here's What The Carmaker Said

The carmaker argued that it is using the ‘BE 6e’ brand, and not the standalone ‘6E’ which is used by IndiGo flights, says it didn’t enjoy being in a ‘distracting and unnecessary conflict’

At the same time, it added that it will continue to contest the issue in court and reserve its right to the brand name BE 6e.

Source : Mahindra Electric

Mahindra on Saturday issued some clarity in the legal tussle with IndiGo regarding its latest SUVs the BE 6e and XEV 9e. The automaker said that it has applied for trademark registration under class 12 (vehicles) for ‘BE 6e’ as a part of its electric-origin SUV portfolio.

Mahindra noted that ‘BE’ is already registered with the company in Class 12 and stands for ‘our born electric platform underpinning the BE 6e’. However, InterGlobe Aviation Limited, operator of IndiGo, argued against the use of 6E which it uses to brand its flights.

The carmaker said, “We believe it differs fundamentally from IndiGo’s “6E,” which represents an airline, eliminating any risk of confusion. The distinct styling further emphasises its uniqueness. Our registration application is for an entirely different industry sector and product and hence do not see any conflict.”

The company argued that earlier Tata Motors raised objections to InterGlobe using the IndiGo brand stating that they own the Tata Indigo car brand. “InterGlobe continues to use the mark IndiGo in a different industry and business. We therefore find their objection to BE 6e to be inconsistent with their own previous conduct,” Mahindra said.

The carmaker argued that it is using the ‘BE 6e’ brand, and not the standalone ‘6E’ which is used by IndiGo flights. At the same time, it said that it didn’t enjoy being in a ‘distracting and unnecessary conflict’ with another Indian multinational firm. Therefore, it announced that it would rebrand its car.

“We also find it unseemly that two large, Indian multinationals should engage in a distracting and unnecessary conflict when in fact we should be championing each other’s growth and expansion. We are hence taking the decision to brand our product the “BE 6”,” Mahindra stated.

At the same time, it added that it will continue to contest the issue in court and reserve its right to the brand name BE 6e.