Mahindra BE 6, Not BE 6e! Jot It Down Until IndiGo Airlines Controversy Settles

No auto manufacturer has managed to drop jaws as greatly as Mahindra in 2024! The launch of the BE 6e and XEV 9e electric SUVs has put Mahindra and the Indian automotive scene at the centre of the global EV stage. While most auto enthusiasts were rooting for Mahindra’s new electric cars, there was one firm from its home soil that was highly disappointed with one of the cars, namely the BE 6E. 

A cheeky reference to ‘be sexy’, the BE 6e nameplate annoyed InterGlobe Aviation Limited’s IndiGo Airlines. The airline, which has had a revolutionary impact in India’s aviation industry, has used the ‘6E’ term for its flight numbers and its marketing materials for over two decades. The airline, however, is unhappy with Mahindra’s use of the 6E moniker and hence, resorted to legal actions. 

As a result, the BE 6e finds itself in grave controversy ahead of its sale in the Indian subcontinent. In a bid to avoid potential delays, Mahindra is having to resort to an unfortunate last-minute resort of changing the vehicle’s name. 

Now to be called the BE 6, the compact electric SUV needs to put up with the competition from Tata Motors’ upcoming Harrier EV and the Sierra EV. 

Here’s more dough on the controversy surrounding the Mahindra BE 6e electric SUV. 

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BE 6e renamed after IndiGo Airlines raises concerns

Soon after Mahindra revealed the BE 6e and the XEV 9e electric SUV to the media, IndiGo Airlines filed a trademark infringement suit against the automaker for unauthorised use of the 6E mark for its product. IndiGo says in its lawsuit that the unauthorised use of the 6E mark in any form, whether standalone or in combination, would constitute an infringement of “its rights, reputation and goodwill.” IndiGo Airlines owns the trademark “in various spheres of activity”, as stated in the lawsuit. 

In response, Mahindra says that the “6e” name is part of the trademark filed under Class 12 (vehicles) for the BE 6e product and was accepted by the Registrar of Trademarks on November 25. Moreover, Mahindra adds that its EV model is well differentiated from services of IndiGo Airlines’ services. The BE 6e branding shouldn’t pose any risk of confusion since it represents the name of a vehicle, not a rival airline service.  

However, both parties are yet to reach a conclusion and Mahindra wouldn’t want this issue to delay the launch of its much-hyped electric SUVs in the Indian market. 

Mahindra BE 6e to be renamed BE 6 temporarily

Hence, the BE 6e will be known to the world as the BE 6 until both parties reach an agreement in the courts. Mahindra states that it will contest the rights to use the “6e” trademark for its electric vehicle. 

Additionally, Mahindra’s legal team has also pointed out the inconsistent conduct of IndiGo Airlines with regard to naming its services. The automaker says that Tata Motors had objected to the use of the “IndiGo” trademark by InterGlobe Aviation Limited in 2005 in a bid to prevent any confusion with its Indigo sedan, which was on sale back then. IndiGo Airlines, however, had ignored it and went ahead with the name. 

The BE 6, as it will be known for the time being, is expected to reach the showrooms by March 2025 with prices starting under INR 20 lakhs. Loaded to the grille with advanced auto tech, the BE 6 is expected to raise the electric SUV game in the Indian auto market with a promised range of up to 682 kilometres and futuristic interiors. 

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