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0 Mahindra Electric has renamed its upcoming electric SUV from BE 6E to BE 6 amid a trademark dispute with IndiGo Airlines. The airline, which has used “6E” as a core part of its brand identity for nearly two decades, filed a lawsuit claiming Mahindra’s use of “6E” infringes on its intellectual property. IndiGo’s trademark covers aviation-related services and products, while Mahindra has registered its brand under Class 12, specific to vehicles.
Legal arguments
IndiGo contend that “6E” is an iconic trademark used to advertise the company’s services including 6E Prime and 6E Rewards. According to the airline, the Mahindra uses the same mark that leads consumers astray and diluted the IndiGo brand image. Conversely, Mahindra believes that “BE 6E” was only utilized differently by it for the sake of Electric SUV line where Mahindra was talking of the industries and its potential audiences and thus is vastly different.
The Delhi High Court is currently reviewing the case in the legal arena. According to legal analysts, it will all depend on whether IndiGo can prove that its trademark extends beyond the aviation business to prevent the risk of consumer confusion in any case.
Market Impact
Mahindra has announced that it plans to rename the SUV BE 6 to avoid further delays on its original launch date of February 2024. However, Mahindra will challenge the case at the courts to establish its right to the use of “6E” for vehicles. A favorable ruling for Mahindra could redefine the class-specific principle of trademark protection in India, whereas a decision in favour of IndiGo may heighten the bar for similar trademark overlap issues across industries.
Context of the SUV
The BE 6, priced at ₹18.90 lakh, is one of Mahindra’s new entrants into the electric vehicle market. It is equipped with all the modern features and is positioned to take on models like the Tata Curvv EV. The legal tussle notwithstanding, Mahindra continues to talk about innovation and sustainability in its electric mobility solutions.
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