Michael Perschke moves from Audi to Mahindra

Michael Perschke is in charge of brand definition to product portfolio defintion to go-to-market strategy of the new start-up floated by Mahindra & Mahindra.

By Autocar India

27 Feb 2018

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Michael Perschke to head to start-up floated by Mahindra

Former Audi India chief Michael Perschke is tipped to head a new subsidiary of Mahindra & Mahindra, which will develop high-performance electric vehicles.

The new Mahindra EV subsidiary, known internally as 'Project Montana' will develop high-end all-electric models under the Pininfarina brand. Perschke, who was until recently the Director for Global Sales Strategy at Audi, was brought on board in February.

Interestingly, Perschke recently hinted at his new innings in a Twitter post saying, "14 years with Volkswagen, 9 years with Audi and now up for a new venture @Company_in_stealth_mode so stay tuned!". In fact, according to his LinkedIn bio, he's assumed the role of a senior strategic advisor and project lead for an 'EV-start up' in February.

Given the premium positioning of its models and the superior hardware they will make use of, Mahindra's high-performance EV subsidiary will work independently from its mainstream electric division, Mahindra Electric. The subsidiary is expected to have a distinct identity in the automotive industry.

Also read: Mahindra and LG Chem to work on EV battery-tech in India