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

Mahindra Electric Automobiles, a newly set-up subsidiary of Mahindra & Mahindra, has unveiled the visual identity for its forthcoming range of Born Electric Vehicles.

 

Along with the unveiling of the new visual identity, Mahindra also launched a brand anthem (above) and sonic identity, in collaboration with AR Rahman.

 

 

Veejay Nakra, president – automotive sector, Mahindra & Mahindra, said, “This new visual identity, symbolising 'infinite possibilities', is the proud embodiment of our 'go global' vision, representing our exciting, energising, 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, added, “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.”