Mahindra & Mahindra Faces Trademark Row Over EV Name Change
India’s leading automaker, Mahindra & Mahindra, recently announced it will rename its latest electric vehicle (EV) “BE 6,” following a legal battle with IndiGo, India’s top airline. IndiGo, known for its widely recognized “6E” branding, filed a trademark infringement lawsuit in Delhi High Court, objecting to Mahindra’s use of “BE 6e” for its electric car.
Mahindra has labeled IndiGo’s claims as “baseless” and vowed to contest them in court. However, the automaker stated that it decided to rename the car to avoid an unnecessary dispute. “It is unfortunate that two major Indian multinationals are entangled in a conflict that distracts from their respective growth and innovation,” Mahindra added.
IndiGo, holding a dominant 60% share in India’s aviation market, has built its brand identity around “6E” for years, using it on credit cards, in-flight magazines, and advertising campaigns.
This rare clash between two public giants in different industries highlights the significance of trademark protection and its impact on brand identity in competitive markets.
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