Mahindra & Mahindra today unveiled its new visual identity including a brand-new logo that will differentiate its SUV portfolio. The company says the all-new visual identity “is in tune with the company’s focus to be makers of sophisticated and authentic SUVs.”
The upcoming XUV700 will be the first vehicle to wear the ‘Twin Peaks’ logo, followed by other SUV products in a phased manner. The complete brand identity was designed by the Mahindra Design Team and its recently appointed Chief Design Officer Pratap Bose. The new logo is Bose's first design for the brand.
Commenting on the initiative, Pratap Bose said, “The idea behind visual identity change is to express that liberating feeling, that you can go where you want, when you want – in complete style, control and security, taking your world with you. It brings a fresh dynamism as an exciting new era unfolds. The 2Ms within the logo symbolise an expansive and exciting future which is based on a solid heritage.”
The new visual identity will be seen throughout the SUV product portfolio, across 1,300 customer (Sales) and service touch-points and 823 cities by 2022. The ‘Road Ahead’ logo will be retained for the Commercial Vehicle products and the Farm Equipment Sector.
Speaking about the new visual identity, Rajesh Jejurikar, Executive Director, Auto & Farm Sector, M&M said, “An important facet of leading change is articulating the transformation of our brand. Our new visual identity is a manifestation of what we stand for as we build a truly differentiated and authentic SUV brand for personal exploration and adventure. This new visual identity is designed to evoke the powerful emotion of freedom.”
Highlighting the roadmap for the visual identity implementation, Veejay Nakra, CEO, Automotive Division, M&M said, “It’s not only a new logo but a representation of the rejuvenated spirit at Mahindra. What better platform than the new XUV700 to showcase it to the world? The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates, and across virtual and physical touch-points where our customers interact with us.”
Mahindra outlines 9 new products for UV market assault
On May 28, 2021, M&M had revealed its strategic future SUV roadmap. With the new Mahindra Thar being a resounding success, the company is looking to intensify its assault in the utility vehicle (UV) segment with a total of nine new models by 2026.
This would include four hybrid-electric models and two all-electric UVs from its 'Born Electric' programme, which aims at ground-up development of these EVs with collaboration between its two R&D centres – MRV Chennai and MNATC Detroit – along with the company's Mahindra Advanced Design Europe facility in the UK, which has been operational from July 1, 2021.
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