Mahindra & Mahindra (M&M) has decided to rename its upcoming electric SUV from “BE 6e” to “BE 6” after being challenged by IndiGo airline over a trademark dispute. The airline claimed that M&M’s use of “6e” closely resembled IndiGo’s well-known flight code and branding, which could potentially lead to customer confusion. While Mahindra agreed to remove the “e” from the name for now, it plans to legally contest IndiGo’s claims in the courts. This development raises broader questions about brand overlap and intellectual property in the age of EVs and mobility tech.
Mahindra’s EV Renamed Following IndiGo Trademark Clash
| Key Details | Information |
|---|---|
| Original EV Name | BE 6e |
| New EV Name | BE 6 |
| Reason for Name Change | Trademark dispute with IndiGo over the use of “6E” |
| Mahindra’s Position | Argues “BE 6e” is distinct from IndiGo’s “6E” and registered under a different class |
| IndiGo’s Position | Claims “6E” is central to its branding and Mahindra’s use could cause confusion |
| Legal Status | Mahindra will not use “6e” until the court case is resolved; next hearing scheduled for April 2025 |
| EV Launch Timeline | Deliveries expected in late February or early March 2025 |
| Official Mahindra Press Release | Available through Mahindra’s official channels |
Mahindra insists that there is no overlap between the two trademarks. The “BE 6e” label falls under Class 12, which covers vehicles, while IndiGo’s “6E” is part of Class 39, covering transport and airline services. Mahindra believes this classification difference clearly separates their usage and customer base.
The automaker also argues that the “BE” prefix—standing for “Born Electric”—is an essential part of the brand identity and should further help distinguish the product. According to the company, there’s no real risk of confusion between an electric SUV and an airline flight code.
The Precedent and Legal Strategy
Interestingly, Mahindra pointed to an earlier case where Tata Motors objected to IndiGo’s branding, citing its similarity to Tata’s “Indigo” sedan. That case didn’t result in a name change for IndiGo. Mahindra views this as a precedent in its favor and is preparing to defend its original EV naming in court.
Despite this, the company has voluntarily agreed to rename the model as “BE 6” until the court issues a final verdict. The next hearing is scheduled for April 2025. Legal experts say that while temporary rebranding is a smart move to avoid conflict, the court’s decision could set a new benchmark for cross-industry trademark enforcement.
What Happens to the BE 6?
The BE 6 is still on track for a commercial launch, with deliveries expected in late February or early March 2025. The model will be Mahindra’s first launch under its new Born Electric platform. It features cutting-edge design, a high range EV powertrain, and connected technology expected to rival top offerings from Tata, Hyundai, and MG.
For now, marketing and promotional materials will use the “BE 6” branding. Internally, Mahindra hasn’t ruled out the possibility of returning to the original “6e” branding if the court rules in its favor.
Broader Implications for the Auto and Aviation Sectors
This dispute highlights the growing tension between legacy brands and new entrants in the mobility space. As EV makers adopt futuristic names that may cross into other industries, trademark boundaries are being tested. Automakers, airlines, and tech companies alike will need to rethink their brand strategies to avoid legal entanglements in the future.
The case also reveals how vital naming has become in the EV era. As competition intensifies, companies are fighting not just over products, but also over letters and numbers that symbolize their brand identity.
FAQ
What is the BE 6?
The BE 6 is Mahindra’s upcoming electric SUV, part of its Born Electric line. It was initially named “BE 6e” before a trademark dispute prompted the name change.
Why did Mahindra change the name from BE 6e to BE 6?
Mahindra changed the name after IndiGo filed a trademark infringement lawsuit, claiming that the “6e” label was too similar to its own “6E” branding.
Is Mahindra planning to fight the case in court?
Yes, Mahindra intends to continue its legal challenge, arguing that the two trademarks exist in different classes and industries.
Will the name change affect the launch of the EV?
No, the launch timeline remains unchanged. Deliveries are still expected in early 2025 under the name “BE 6.”
Can Mahindra go back to using the “BE 6e” name?
Potentially. If the court rules in Mahindra’s favor, the company may reinstate the original “BE 6e” branding.
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