Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, pioneers of the SUV segment in India, recently unveiled a powerful and distinctive new visual identity for its forthcoming range of Born Electric Vehicles.
At its Futurescape event in Cape Town, South Africa, Mahindra & Mahindra showcased a range of new products and concept vehicles, including the much-hyped Vision Thar.e i.e., fully electric Thar in concept form as well as the Scorpio-N based Global Pik Up (pick-up truck) concept. Along with the two big unveils, the Indian manufacturer also revealed a brand-new logo for its electric SUV range.
The new visual identity serves as a hallmark of quality and innovation for customers opting for electric vehicles. It symbolizes a blend of revolutionary engineering, cutting-edge technology, and environmental responsibility, offering a distinct and appealing option for those driven towards a sustainable future. It encapsulates Mahindra’s ambition to lead in the electric vehicle revolution, providing a clear and unique value proposition for modern, eco-conscious consumers.
The logo is curvier, and also represents the infinite symbol. Mahindra has announced that the logo will be seen on its upcoming Born Electric (BE) range of electric SUVs. The new logo is said to represent four different dimensions: the infinity symbol, the racetrack, the circularity of intelligent sustainability, and of course, Mahindra’s ‘M’.
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 XUV400 is currently the only fully electric SUV in Mahindra’s portfolio, but the Tata Nexon rival will continue with the copper Twin Peaks logo for now. Mahindra will likely debut the new logo on the BE and XUV.e range, after which it might make its way to the XUV400 sometime in the future. We also expect to see the logo on the upcoming battery-run versions of the Thar, Scorpio and Bolero – also announced at the event.
