Stop the Gimmicks: Why Mahindra’s TEQ_xting Tailgate Screen is a Cringe-Inducing “Advertisement Board”
At GaadiKey, we have always admired Mahindra’s bold strides in the electric mobility space. The Born Electric (BE) lineup is undeniably ambitious. However, as responsible automotive journalists, we have to draw the line when innovation crosses into the territory of unnecessary gimmickry.
With the launch of the new BE 6 SPORTEQ, Mahindra has introduced a feature called TEQ_xting—a rear digital dashboard on the tailgate designed to display customizable text, animations, and pre-defined messages. While it sounds like a futuristic party trick, in reality, it turns the back of a premium eSUV into a rolling “advertisement board.”
The Problem with TEQ_xting
Available on the BE 6 SPORTEQ variants (and featured prominently on the Formula E-inspired Freedom Edition with its aggressive styling and tricolor detailing), TEQ_xting offers zero utility to the driving experience.
Giving drivers the “freedom” to project custom texts on their tailgates on chaotic Indian roads is a recipe for distraction and cringe. Instead of useful road communication, we are bound to see caste markers, aggressive taunts, and childish internet slang plastered across rear bumpers. A vehicle’s exterior should prioritize safety, visibility, and aerodynamic design—not act as a scrolling marquee for an owner’s fleeting thoughts. It cheapens the sheer engineering effort that went into the vehicle.
What’s New in the BE 6 SPORTEQ? (The Good vs. The Gimmick)
Mahindra has introduced a suite of six “TEQ” technologies with the BE 6 SPORTEQ. While TEQ_xting misses the mark entirely, not everything is a lost cause. The brand has genuinely packed the car with some impressive hardware and software upgrades compared to the outgoing BE 6.
To separate the wheat from the chaff, here is a breakdown of the functional updates versus the aesthetic gimmicks:
| Feature | Category | Verdict |
| TEQ_Talk (Google Gemini AI) | Functional | A highly capable natural-language voice assistant. |
| Triple 12.3-inch Display Layout | Functional | Adds dedicated passenger entertainment and better UI. |
| TEQ_Secure (360-degree Live View) | Functional | Excellent security addition with continuous DVR. |
| TEQ_xting (Tailgate Messaging) | Aesthetic / Cringe | A childish distraction with zero driving utility. |
| Freedom Edition Tricolor Detailing | Aesthetic / Cringe | Over-the-top visual clutter that feels uninspired. |
| In-car Gaming & Karaoke (TEQ_Play) | Aesthetic / Cringe | Novelty features that quickly lose their appeal. |
A Nod to the Google Cloud Partnership
For the sake of fair coverage, it is worth acknowledging the technology powering the actual functional bits of the BE 6 SPORTEQ. Mahindra has partnered with Google Cloud to integrate an automotive agent built on Gemini Enterprise directly into the vehicle’s MAIA (Mahindra’s Artificial Intelligence Architecture) platform.
This means the assistant understands natural, conversational human intent rather than rigid, pre-programmed commands. If you tell the car you are cold, it knows to adjust the AC or roll up the windows without you having to navigate complex menus. This is the kind of meaningful tech integration that actually improves the driving experience—unlike a scrolling LED billboard on the boot.
The GaadiKey Verdict
Mahindra makes brilliant, robust vehicles. The BE 6 SPORTEQ has the performance, safety (Level 2+ ADAS), and battery tech to be a segment leader. But features like TEQ_xting feel like desperate attempts to cater to smartphone aesthetics rather than automotive excellence. It’s time for OEMs to focus on features that add real value, rather than turning cars into social media status updates.
FAQs
Is the TEQ_xting tailgate screen available on all BE 6 models?
No, TEQ_xting (Personalised Tailgate Messaging) is introduced specifically in the new BE 6 SPORTEQ series, including the special Freedom Edition.
What is the Freedom Edition of the BE 6 SPORTEQ?
The Freedom Edition is a Formula E-inspired variant that features a more aggressive look, exclusive tricolor detailing, a black-and-orange cabin, and a performance “Acceleration Boost” function.
Can I type anything on the rear tailgate screen?
The TEQ_xting feature allows for customized text and animations. While there will likely be character limits and profanity filters, it largely acts as an open digital canvas for the driver.
How is the new voice assistant different from older models? The new TEQ_Talk is powered by Google’s Gemini Enterprise AI. Instead of fixed voice commands, it understands natural, conversational human intent to control vehicle functions like climate, media, and navigation.
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