Mahindra Electric reveals new brand identity, aims to become a global supplier for EV solutions

by Autocar Pro News Desk , 30 Jan 2020


Mahesh Babu, CEO, Mahindra Electric: “Today, with a decade’s worth of experience in electric vehicle technology, we are completely prepared to make India an EV hub and take our technologies global."

Mahindra Electric Mobility, a leading supplier and manufacturer of electric vehicle, components and software solutions, unveiled its new corporate brand identity, new logo and tagline —‘Spark the New’. The company says the new identity is meant to give the brand a renewed thrust to achieve its global ambition of being a leading player in electric mobility technology solutions.

Mahindra Electric states the new identity also simplifies the portfolio and communicates that the vehicles and hardware solutions are offered under 'ME' brand and the software solutions under 'NEMO' branding. The company believes that the new identity further enhances the brand for a digital world by ensuring the logo works seamlessly on digital assets as well as on the EV components and vehicles. This move will help the brand approach the Indian and global markets with a clarity of purpose and a sharply defined identity.

The new identity launches coincides with the completion of over 200 million electric kilometers by Mahindra EVs on Indian road. The 200 million plus kilometres done by Mahindra EVs and have helped save over 22,000 metric tonnes of CO2 emissions in India. This translates into the need to plant over 10 lakh trees to absorb the equivalent levels of emissions.

Anand Mahindra: ‘India should own the R&D and technology to be a global EV hub’

The company also unveiled its new vision of being a leading brand in enabling customised electric mobility solutions through cutting-edge technology. The new identity intends to position the organisation as the preferred e-mobility partner for OEMs across the globe.

Speaking at the launch of the new brand identity, Mahesh Babu, CEO, Mahindra Electric said:  “Today, with a decade’s worth of experience in electric vehicle technology, we are completely prepared to make India an EV hub and take our technologies global. Our new positioning is an acknowledgement of this ambition while being a testament to our pioneering past. It emphasises our ambition to innovate and create cutting-edge technology with agility, such that we deliver products which make a positive difference to society.”

“Our new identity truly recognizes the essence of ‘Mahindra Electric’ and there are no better words to capture this than ‘Spark The New’. These powerful words resonate not just with us at Mahindra Electric, but are a clarion call for everyone to join the movement towards sustainable mobility,” added Babu.