The Mahindra Group has announced the setting up of Mahindra Advanced Design Europe (M.A.D.E) in the West Midlands, UK.

An official statement issued today says, "The new Centre of Excellence (CoE), will be a part of the Mahindra Global Design Network that includes the Mahindra Design Studio in Mumbai, India, and Pininfarina Design in Turin, Italy. M.A.D.E is a strategic enhancement of Mahindra’s global design capabilities and renews its commitment to bring to its customers, sophisticated, authentic SUVs with an unmissable presence. M.A.D.E will further sharpen Mahindra’s distinctive product designs and differentiated technology offerings to further its safe, thrilling, yet efficient connected car experiences."

Speaking about the announcement, Rajesh Jejurikar, Executive Director, Mahindra & Mahindra said, “A key lever to make the business future-ready is to significantly strengthen design capability across automotive, farm equipment and two-wheelers globally. M.A.D.E will contribute to all future automotive and mobility products including Born EV SUVs and be a resource available to Mahindra Group companies. It will give us a quantum leap in both capacity and capability in the design space.”

M&M, which has recently appointed Dr Uli Stuhec as the Vice-President and head, Global Born Electric Platform has consolidated its e-mobility business in two focused verticals: Last Mile Mobility (LMM) and Electric Vehicle Tech Centre. The Born Electric Vehicle (BEV) strategy is aimed at the company attaining leadership by creating world-class e-SUVs. Dr Stuhec will be part of the Electric Vehicle Tech Centre, at Mahindra North American Technical Centre, Detroit, and will lead the BEV vehicle program – BEV architecture and development of BEV platform strategy in collaboration with MRV Chennai.

The Coventry region in the UK is a powerhouse of automotive design. M.A.D.E will contribute and leverage the skills, experience, and expertise of this network of design talent. It will also support the creation of highly skilled design roles, drawing from Coventry University, Royal College of Art, and other design colleges in the UK and Europe. M.A.D.E. will be operational from the July 1, 2021