Mahindra to name its newly launched SUV 'BE 6', to contest brand rights of 'BE 6e' with IndiGo in court

InterGlobe Aviation Limited has raised concerns with Mahindra using the name 6E.

Auto major Mahindra & Mahindra on Saturday said that it will rename its newly launched electric SUV 'BE 6E' as only 'BE 6' amid the trademark tussle over infringement of '6e' between Mahindra & Mahindra and InterGlobe Aviation, which owns IndiGo airlines.  Mahindra however said that that it will continue to contest strongly in court with InterGlobe Aviation for the trademark 'BE 6e'.

On November 26, M&M unveiled two ground up models -- BE 6e and XEV 9e. The company said that the BE 6e comes with a range of 682 km.

"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 do not see any conflict," Mahindra said in a statement.

M&M said in the past, Tata Motors had objected to InterGlobe using the IndiGo mark, given their Tata Indigo car brand.

"In fact, we would like to point out that in the past, Tata Motors had objected to InterGlobe using the IndiGo mark, given their Tata Indigo car brand," the statement further said. " 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," the statement added. Elaborating further, it said the company's mark is "BE 6e" not the standalone "6E".

Mahindra also said that its priority and focus is on ensuring an excellent experience for the customers.  The auto major also stated that 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 said.

However, Mahindra also said that the claim by IndiGo is baseless and if not challenged, will set an unhealthy precedent of monopolizing alpha-numeric 2-character marks.  Mahindra also said that it will strongly contest the issue in court and reserve its right to the brand name BE 6e.

Also Read: IndiGo-Mahindra 'battle' for 6E explained: A look at existing laws applicable to current dispute

Mahindra & Mahindra and InterGlobe Aviation, which owns IndiGo airlines, locked in a tussle over the infringement of '6e' trademark. According to reports, InterGlobe Aviation has sued the automaker for trademark violation over the '6e' trademark.

Mahindra asserted that it has applied for trade mark registration under class 12 (vehicles) for "BE 6e", part of its electric origin SUV portfolio.

*With Inputs from Agencies