Mahindra BE 6E Is Now BE 6 But For A Short While

As exciting and spectacular the new Mahindra ‘BE’ range of SUVs were, their names didn’t receive much unanimous appreciation. Especially with the most striking-looking coupe SUV of the two – the BE 6e. InterGlobe Aviation objects that the letters ‘6e’ are a direct copyright infringement on its flight code, IndiGo 6E. Citing this potential trademark conflict case, Mahindra has announced it will temporarily rebrand its electric SUV from "BE 6e" to "BE 6" while simultaneously preparing to challenge InterGlobe Aviation's objections in court.

Mahindra argues that its trademark application for "BE 6e" in the vehicle category distinctly differs from IndiGo airline's "6E" branding. Company officials emphasised that the "BE" mark, which stands for "born electric," is registered in Class 12 for vehicles. Thereby, the contention becomes superficial, given that two entirely different industries are involved.

Mahindra also drew a parallel to a previous scenario in which Tata Motors objected to IndiGo's airline name, yet the airline continued using its brand. To that extent, the automaker views InterGlobe's current objection as inconsistent with its past approach.

“Our priority and focus is on ensuring an excellent experience for our customers as we take our product to the market. We would not like to get distracted from our vision of popularising electric transport in India.  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”, the press release from Mahindra stated. 

Irrespective of the legal battle, the upcoming Mahindra “BE 6” will be one of the most radical-looking coupe SUVs to hit the market. We got the chance to take it all in its glory, which you can check by below: