Amid trademark issues, Mahindra decided to rename the BE 6e model to BE; however, to face legal allegations by IndiGo.
India’s leading SUV maker Mahindra & Mahindra has a brand spanking new model of electric SUVs that has been unveiled both internally and externally with a name change from BE 6e to BE 6. This decision has been arrived at as a result of a legal suit that IndiGo, India’s most popular airline company, made against Mahindra over the use of ‘6E’ in the branding of its airline company. The Deli High Court is seized of the matter and interest in the case has grown in the automobile as well as aviation sectors.
Trademark Concerns
IndiGo also said that the ‘6E’ mark used by Mahindra is deceptively similar to their airline designator code ‘6E’. The airline believes that this similarity might downplay its brand image, which has gradually been built over almost two decades. Conversely, Mahindra argues that its mark is essentially different and belongs to the automobile category, to dispel market confusion.
Mahindra’s Standpoint
In a statement, Mahindra reassured that the trademark application on BE6e is under Class 12 deals with vehicles, and clearly does not conflict with IndiGo’s registered marks. This is mainly because the company noted that the ‘BE’ on the vehicles means ‘born electric,’ underlining its position in the space of electric vehicles. Mahindra also raised controversy by citing another previous event when Tata Motors even protested against the IndiGo name saying that it infringed on the Tata Indigo car brand name and then questioned IndiGo’s credibility in the management of trademarks.
Overview of BE 6
The BE 6 is the automaker’s first electric car designed and built under its newly created dedicated EV division called the ‘BE’ series by the company. This futuristic SUV is packed with an intricate design of superior qualities to strike a competitive edge in the electric vehicles niche.
Key Highlights Include:
- Dual Digital Displays: Intuitively; For improved interaction with the driver.
- Dual-Zone Climate Control: Providing comfort for all individuals within the operating environment.
- Augmented Reality Heads-Up Display: Delivering key information to the driver without causing any interference.
- Safety Features: Which is available with up to seven airbags and Level-2 Advanced Driver Assistance Systems or ADAS.
Mahindra offers two battery options for the BE 6: Each of the new models comes with two battery options: the option of a 59 kWh battery which gives approximately 535 kilometers range; the option of a 79 kWh battery which gives approximately 682 kilometers range.
Market Positioning
Priced from ₹18.90 lakh, the BE 6 aims to rival electric SUVs including the Tata Curvy EV, the MG ZS EV among others and future electric cars like Hyundai Creta, Maruti eVX.
The Strategy
Though the company has decided to call it BE 6 to minimize any interference with the legal battle, Mahindra is ready to defend the accusations imposed by IndiGo. The automaker strongly hopes that it will not permit IndiGo to dominate alphanumeric trademarks since this trend can extend to many industries. It is wrong for two multinationals of India to indulge in such battles especially when the aim should be to assist the growth of each other’s business,” Mahindra concluded.
Mahindra continues to fight for its rights to the use of BE 6e branding as it prepares to introduce the electric SUV to the public. The decision in this controversy might also have far-reaching consequences for alphanumeric branding in the automotive industry and all industries in general. As it currently stands Mahindra is preparing to get into the EV market with the BE 6 all set for launch despite the existing challenge.
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