Mahindra & Mahindra unveils new brand identity for electric vehicles

Mahindra & Mahindra unveils new brand identity for electric vehicles


Car company Mahindra & Mahindra has made a special group of cars called Born Electric EVs (BEVs). This group has all-electric cars like XUV.e, Thar.e, Scorpio.e, and Bolero.e, and the company introduced a new look for these electric vehicles on Tuesday.

The auto giant will build an E-SUV facility in Chakan, close to Pune, with a capacity to produce about 200,000 electric Sport Utility Vehicles (SUVs) annually, as part of its focus on the electric platform in the future years. The plant should be ready by the following year. In order to supply batteries for electric vehicles, the company also intends to build a battery assembly facility. The launch of the first electric vehicle is anticipated for Chakan in 2019.

The major automaker claimed that for customers choosing electric vehicles, the new visual identity serves as a symbol of excellence and innovation. It offers a distinctive and alluring choice for individuals oriented toward a sustainable future and represents a synthesis of ground-breaking engineering, cutting-edge technology, and environmental responsibility. It provides a clear and distinctive value proposition for contemporary, environmentally conscious consumers, and it captures Mahindra’s aim to lead in the electric car revolution.

Veejay Nakra, President – Automotive Sector, Mahindra & Mahindra Ltd., said, “This new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energizing, and efficient range of electric vehicles where iconic design meets revolutionary engineering and intuitive technologies. In parallel, the new Anthem – “Le Chalaang” is a depiction of the new visual identity, creating a sonic representation to resonate with new-age customers who deeply care for the planet.”

 Pratap Bose, Chief Design Officer, Mahindra & Mahindra said, “The new identity is a visual exploration of different dimensions, proudly showcasing our all-new global electric range. The new visual identity will address a global audience with its deep symbolism. The infinity sign represents the constant flow of energy; the racetrack denotes our racing pedigree and the exhilaration of performance, and the circularity indicates intelligent sustainability, which is powered equally by science and creativity towards a positive planet. This new identity is future-facing, sustainable, distinctive, and fun!”

The various aspects of the new visual identity include: 

• The infinity symbol, which symbolizes a never-ending flow of energy and the fluid synergy between the driver and the SUV in total harmony with all of the senses.

• The racetrack – this showcases Mahindra’s racing heritage and quest of exciting electric performance.

• The circularity of intelligent sustainability, which drives a positive planet equally through science and art.

• The Mahindra ‘M’ – rock-solid heritage reimagined for next-generation mobility

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