Mahindra introduces new brand identity for its upcoming electric vehicle range
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Mahindra introduces new brand identity for its upcoming electric vehicle range

Mahindra introduces new brand identity for its upcoming electric vehicle range

The new brand identity was first showcased on the Mahindra Thar.e concept and will be featured on all future EVs

Mahindra new logo

  • The new brand identity will be used for Mahindra’s upcoming XUV and BE (Born Electric) range.

  • The new logo represents ‘infinite possibilities’ and pays tribute to the carmaker’s racing heritage.

  • In addition, Mahindra revealed a new brand and audio anthem called ‘Le Chalaang’ composed by A. R. Rahman.

  • The new EV range will include more than 75 sounds to indicate various functions such as seatbelt alerts and turn indicators.

  • Mahindra’s EV lineup will kick off with the XUV.e8 (the electric version of the XUV700) in 2024, followed by the BE range in 2025 and beyond.

As part of its Independence Day 2023 presentation, Mahindra unveiled a new brand identity for its upcoming electric vehicle (EV) range. The EVs will be built on the INGLO modular platform and will include models from both the XUV and BE (Born Electric) series. This is the second time the carmaker has updated its identity, with the previous update taking place in 2021 prior to the launch of the Mahindra XUV700.

Details of the New Logo

The new logo is a modern interpretation of Mahindra’s iconic ‘Twin Peaks’ emblem, symbolizing ‘infinite possibilities’ and reflecting the brand’s racing heritage. It also incorporates the traditional ‘M’ mark with a contemporary approach, showcasing the carmaker’s commitment to sustainability.

Mahindra Thar.e

The new brand identity made its debut on the Thar.e concept and was unveiled by Mahindra’s new EV subsidiary, Mahindra Electric Automobiles Limited (MEAL). The first model from the upcoming EV range to feature the new logo will be the Mahindra XUV.e8, set to launch in 2024.

Related: Everything You Need To Know About Mahindra’s Two New Electric Brands: BE And XUV

Mahindra’s New Audio Identity

In addition to the new brand identity, Mahindra also unveiled a new brand and sonic anthem called ‘Le Chalaang,’ created in collaboration with Bollywood music composer and singer A. R. Rahman. It features over 75 sounds that will be used to indicate various functions, including drive sounds both inside and outside the vehicle, seatbelt alerts, and turn indicators.

Mahindra Thar.e interior

Mahindra has partnered with renowned brands like Harman and Dolby Atmos to provide a 360-degree surround sound experience in its upcoming EV lineup. These sounds will be accompanied by visual enhancements such as active ambient lighting and high-resolution animations.

Also See: Check Out The Mahindra Thar EV Through These 15 Detailed Images

Launch Timelines of EVs

Mahindra EV concepts

The electric version of the XUV700, called the XUV.e8, will be the first EV to be launched by Mahindra in late 2024. This will be followed by the XUV.e9, a coupe alternative to the XUV.e8. The BE range will be available from 2025, with the BE.05 scheduled for release in October 2025.

Also Read: Mahindra Takes The Covers Off The Scorpio N-based Global Pik Up Concept