Mahindra unveils new visual identity for its new range of Born Electric Vehicles

Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, pioneers of the SUV segment in India, today unveiled a new visual identity for its forthcoming range of Born Electric Vehicles.

Revealed at the Mahindra Futurescape in Cape Town, South Africa – a showcase of Mahindra's Go Global vision in Auto and Farm – the new visual identity was introduced for the first time on The Vision Thar.e. Along with the unveiling of the new visual identity, Mahindra also launched a brand anthem and sonic identity, in collaboration with AR Rahman.

Veejay Nakra, President – Automotive Sector, Mahindra & Mahindra Ltd., said, “This new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energizing, and efficient range of electric vehicles where iconic design meets revolutionary engineering and intuitive technologies. In parallel, the new Anthem – “Le Chalaang” is a depiction of the new visual identity, creating a sonic representation to resonate with new-age customers who deeply care for the planet.”

Pratap Bose, Chief Design Officer, Mahindra & Mahindra said, “The new identity is a visual exploration of different dimensions, proudly showcasing our all-new global electric range. The new visual identity will address a global audience with its deep symbolism. The infinity sign represents the constant flow of energy; the racetrack denotes our racing pedigree and the exhilaration of performance, and the circularity indicates intelligent sustainability, which is powered equally by science and creativity towards a positive planet. This new identity is future-facing, sustainable, distinctive, and fun.”

The infinity symbol – represents the constant flow of energy, the fluid synergy of the driver and the SUV in multisensory harmony.

The racetrack - highlights the racing pedigree imprinted in Mahindra's DNA and the pursuit of electrified performance.

The circularity of intelligent sustainability – powered equally by science and creativity towards a positive planet.

The Mahindra ‘M’ rock-solid heritage reimagined for next-generation mobility.