At least on Windows (not tested on Linux, but I would imagine that it would be the same issue), the command to run a new project both in the tutorial and on the downloads page (links below) are incorrectly listed as:
mvn -Pcargo.run -Drepo.path=storage
instead of
mvn -P cargo.run -D repo.path=storage
Downloads page: https://developers.bloomreach.com/download
Run a Project (tutorial) page: https://documentation.bloomreach.com/trails/getting-started/running-a-project.html