Mahindra to rename electric SUV as 'BE 6'

The car manufacturer says it will contest the brand rights of 'BE 6e' in court, asserts that IndiGo's claim is baseless

- ARSHAD KHAN

IN the growing tussle between India's largest airline IndiGo and homegrown auto major Mahindra & Mahindra (M&M) over the use of code '6e', the latter on Saturday said it will contest the brand rights of 'BE 6e' in court. For the time being, Mahindra has decided to name its electric sports utility vehicle as 'BE 6' from the disputed nameplate 'BE 6e'.

"We, however, do believe the claim by IndiGo is baseless and if not challenged, will set an unhealthy precedent of monopolizing alpha-numeric 2-character marks, despite our mark being distinctive and different. This will be enormously constraining for all companies across industries and sectors," said M&M in a statement on Saturday.

It added, "We will thus continue to strongly contest this in court and reserve our right to the brand name BE 6e."