VE Commercial Vehicles (VECV), a 50:50 JV between Sweden’s Volvo Group and India’s Eicher Motors, unveiled a new corporate identity as part of a rebranding exercise. The JV which came into existence in July 2008 is now seeing a demand for heavy vehicles rising in the industry.

According to Siddhartha Lal, MD & CEO, VECV, “The logo embodies what we are and what we aspire to do. As Volvo and Eicher, we came together a year ago because both of us saw a great opportunity in the CV space. Both of us needed each other to make sure our ambitions fructify; and it is this ambition that became the foundation of VECV and is today reflected in our vision, that of driving modernisation in commercial transportation in India and the developing world.”

The company claims that the reason for having an identity for VECV was to distinguish it as a separate entity. The challenge was to have a ‘family resemblance’ and yet give VECV its own space and personality through the new identity.