Mahindra & Mahindra, an Indian automobile major, recently hogged the headlines as it announced dropping the letter “e” from its newly launched electric SUV, the BE6e. This comes after Interglobe, parent of IndiGo Airlines, raised an official objection to the name of the vehicle, the number “6E”, which is the flight code of IndiGo. Mahindra has so far met the demands, but clearly stated its intention to refer the issue to court to have the matter settled and to assert rights over the name.
Mahindra’s New Electric SUV and the Name Controversy
On 26 November, Mahindra had announced its exciting new line-up of “electric origin” vehicles, which also include the XEV 9e, through which it launched its BE6e electric SUV. It had chosen the name “BE6e” originally to emphasize its EV platform using BE to represent “Born Electric.” IndiGo Airlines, however, with a flight code of “6E,” objected to the use of “6E” in Mahindra’s name for its SUV on the grounds of potential brand confusion.
In reaction, Mahindra revealed it would delete the “e” from the name of the SUV and thus rename it the BE6. The carmaker, however, is very convincing that there would be no confusion between the two brands since they are in completely different industries-car automation and aviation.
Legal Stand of Mahindra : Vying Objection
While ready to change the name, Mahindra has clearly stated it wouldn’t back down so easily. Mahindra would challenge IndiGo’s objections in a court as it said there was no scope for confusion between its electric SUV and IndiGo flight code. Mahindra was particular saying the usage of “6e” on the electric vehicle was purely in a different product category and would not confuse anyone.
Mahindra’s lawyers will contend that the BE mark is already registered in Class 12 and cannot possibly conflict with IndiGo’s “6E” trademark, which was registered for use on its flights. Mahindra further claimed that the electric vehicles were branded and styled distinctly from anything else in the aviation industry and therefore, there would not be a likelihood of confusion in the marketplace.
What’s at Play: Trademark Registration and Brand Protection
The case concerns Mahindra’s move to register its BE6e trademark under Class 12 for vehicles. The firm has also applied for a trademark for other electric vehicles falling under this category. Mahindra has removed the letter “e” from the BE6 name but still looks forward to establishing its legitimate right to the BE6 name and defending the dignity of its brand strategy.
The most critical issue raised by Interglobe is that use of the mark “6E” in a completely different line of business will create consumer confusion and that customers would likely identify Mahindra’s electric SUV as the brand owned by IndiGo Airlines. Conversely, Mahindra submits that “BE6” is distinct enough from the aviation code to not create consumer confusion.
Electric Vehicles Market Continues to Rise and the Fight between Brands
This legal battle between Mahindra and IndiGo highlights the growing importance of branding in the rapidly expanding electric vehicle market. As more and more automobile manufacturers, including Mahindra, are launching new electric models, the competition for trademarks and brand recognition is increasing. Indian Electric Vehicle or EV market is gaining rapid momentum as more manufacturers are entering this market; brand identity is critical to success.
Mahindra has already made a strong presence in the EV market with its range of electric vehicles, and at the center of its strategy going forward is its “Born Electric” platform. The company is very keen about maintaining its market position and protecting its intellectual property, even if it has to face a legal dispute with an industry giant like IndiGo.
Conclusion: Looking Ahead
Mahindra has given into the demands of IndiGo and changed the name of its BE6e SUV but is not conceding its ground on the trademark dispute. The company will contest this objection in court hoping for the right to use the BE6 name on its electric vehicles. As the electric vehicle market expands, this case goes to highlight the significance of trademark protection and brand identity in a highly competitive business.
This would potentially have serious consequences for naming conventions going forward in the electric vehicle and aviation space. Meanwhile, Mahindra is just defending its Born Electric brand, continuing to innovate in a fast-growing market.
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