Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, a pioneer in the SUV segment in India, today unveiled a ground-breaking sonic identity in collaboration with AR Rahman.
The sonic identity was unveiled along with Mahindra’s new visual identity, for its new range of born electric vehicles.
The sonic identity extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators.
Rajesh Jejurikar, Executive Director and CEO - Auto & Farm Sectors, Mahinda & Mahindra Ltd. said, "We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra's forthcoming range of all-new Born Electric Vehicles. The sounds reflect a musical extravaganza that embodies our brand's heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music."
Music maestro AR Rahman said, "“When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world. Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par.”
The sonic compositions were developed after Rahman spent time at Mahindra's testing facility in Kanchipuram, analysing soundscapes of leading electric vehicles. The goal was to mix cutting-edge tech with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.
Dolby Atmos, renowned for its cinematic and lifelike sound quality, has now been ingeniously integrated into the driving experience with 360 degree surround sound solution from HARMAN. Mahindra has harnessed Dolby Atmos' advanced audio processing algorithms to deliver an auditory journey within the confines of a tranquil car cabin.
The electric SUVs will feature a factory of soundscapes, designed to create a multi-sensory experience that ranges from serene quietness to interactive, sound experiences. These are complemented by visual enhancements such as active ambient lighting and high-resolution animations.
This collaboration with HARMAN and Dolby Laboratories transports drivers and passengers into a three-dimensional audio environment, elevating the overall driving experience to new heights, the press release noted.