Mahindra BE 6e temporarily renamed as BE 6 trademark

Mahindra BE 6e rebranded as BE 6, they will fight for rights to use the name

Mahindra has announced that it will temporarily rename its BE 6e electric SUV to BE 6 as it prepares to fight a trademark dispute in court. The disagreement stems from IndiGo’s objection to the use of the “6e” suffix. However, Mahindra is confident of its legal status and plans to challenge the issue, citing fundamental differences between the trademarks and their respective classifications.

Temporary name change

BE 6e, priced starting from Rs. 1.89 million units (ex-showroom, India) was recently revealed as Mahindra’s latest entry into the electric SUV market. While the nameplate has been temporarily shortened to BE 6, Mahindra cited various grounds in court to challenge the objection. The company clarified that its ‘BE 6e’ trademark was registered under Class 12, specifically for automobiles, while IndiGo’s ‘6E’ comes under a separate category related to aviation.

Mahindra defends its stance

Mahindra emphasized that the trademark involved in the case is distinctive and “BE 6e” is a composite trademark and not an independent use of “6E”. The company also viewed IndiGo’s objections as inconsistent with past actions, pointing to a similar case in 2005 when Tata Motors had expressed concerns over the IndiGo brand clashing with its Indigo sedan. Despite these concerns, IndiGo retained its brand without any issues.

Key details of Mahindra BE 6

The BE 6 electric SUV is positioned as a rival to the Tata Curvv EV and the upcoming Hyundai Creta EV. It comes with two battery pack options: 59kWh and 79kWh, with MIDC-certified ranges of 556km and 682km respectively. The BE 6 will be available in late February or early March 2025, with full pricing expected to be announced in January.

ongoing legal battle

The trademark dispute is now set to be resolved in court, with Mahindra seeking to defend its rights to the BE 6e name. Until then, the electric SUV will carry the BE 6 nameplate. Mahindra’s move highlights the complexity of trademark disputes, especially when they involve industries as diverse as automobiles and aviation.

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