A launch that was supposed to aid one of the largest automakers in the country has landed it in a soup. Mahindra and Mahindra, one of the biggest names in the car business, launched two new sets of electric SUVs with the Mahindra BE 6e and the Mahidnra XEV 9e.
Mahindra Renames Car
These two new additions to its ambitious electric vehicle portfolio created a lot of buzz from the wrong end of the publicity spectrum, when IndiGo, India’s largest airline, decided to take it to court over trademark infringement. IndiGo accused Mahindra of using its branding element ‘6E’ for its new car Mahindra BE 6e.
The company spokesperson in a statement said, “Our mark is ‘BE 6e,’ not the standalone ‘6E,'” said a Mahindra spokesperson in a press release. “We believe it differs fundamentally from IndiGo’s ‘6E,’ which represents an airline, eliminating any risk of confusion.” | Akshay M (IFlyAirbus)
‘No Merit, Will Fight It’
In the latest development in the matter, Mahindra appears to taken a step backwards and a step forward at the same time. In a statement issued on December 7, the company said that the company has renamed the car in the middle of all the contention, the BE 6e to BE 6.
Despite essentially backing down, the company said, that it will continue to vigorously fight the case in the court. According to the Indian car company, this step of renaming was done to avoid any confusion.
The company also said the allegations of trademark infringement were unfounded.
The company spokesperson in a statement said, “Our mark is ‘BE 6e,’ not the standalone ‘6E,’. “We believe it differs fundamentally from IndiGo’s ‘6E,’ which represents an airline, eliminating any risk of confusion.”
Stance Is Inconsistent
The company even cited a previous instance of the occurrence of similar situation with another major Indian car company.
The Mumbai-based automobile company said IndiGo itself had previously used the brand name “IndiGo” despite objections from Tata Motors regarding their “Indigo” car brand.
The Tata Indigo is a supermini car that was introduced by the Tata Motors in 2002. Meanwhile, Interglobe Aviation or Indigo was only founded four years later in 2006.
The Mahindra BE 6e, the car in the middle of all the contention. |
Owing to this, the makers of Thar said, “The company feels IndiGo’s current stance is inconsistent.”
Earlier, IndiGo on its side said that Mahindra had infringed upon its trademark, as it operates under the call sign ‘6E’.
IndiGo registered the word mark ‘6E Link’ under classes 9, 35, 39 and 16 in 2015.
The airline had also claimed that Mahindra had reached out to the low cost airline for a resolution.
