In a significant move towards embracing a sustainable future, Mahindra & Mahindra, a prominent player in the automobile industry, has unveiled a fresh brand identity for their electric vehicle category, termed “Born Electric EVs” (BEVs). This new umbrella will encompass a range of electric vehicle models, including XUV.e, Thar.e, Scorpio.e, and Bolero.e.
With a dedicated focus on electric mobility, Mahindra & Mahindra is making strides towards establishing an Electric EVs factory in the Chakan area near Pune. This state-of-the-art facility is anticipated to have the capacity to produce approximately 200,000 electric Sport Utility Vehicles (SUVs) annually, and it is projected to be operational by the following year. The company’s ambitious plans also extend to the creation of a battery assembly plant, which will provide the crucial power source for their electric vehicles. The first electric vehicle from this new initiative is expected to roll out from the Chakan facility in the coming year.
The automaker emphasizes that this fresh visual identity stands as a representation of quality and innovation for prospective electric vehicle buyers. It embodies a fusion of pioneering engineering, advanced technology, and a commitment to environmental stewardship, presenting an enticing choice for individuals inclined towards a sustainable and eco-conscious future. This symbol encapsulates Mahindra’s vision to lead the electric vehicle revolution by offering a unique value proposition that resonates with modern consumers who prioritize both innovation and ecological responsibility.
Veejay Nakra, President of the Automotive Sector at Mahindra & Mahindra Ltd., stated that the new visual identity embodies the company’s global vision of “Infinite Possibilities,” signifying their electric vehicle range’s energy, design, and technological excellence. This identity is reinforced by a new anthem titled “Le Chalaang,” which mirrors the visual identity’s essence and resonates with environmentally conscious customers.
Pratap Bose, Chief Design Officer at Mahindra & Mahindra, described the new visual identity as an exploration of diverse dimensions, showcasing the brand’s global electric range. The symbol encompasses the constant flow of energy, racing heritage, and intelligent sustainability powered by a fusion of science and creativity.
This new initiative demonstrates Mahindra & Mahindra’s dedication to pioneering sustainable solutions in the automotive industry and presents a forward-facing, distinctive, and enjoyable brand identity that aligns with their electric vehicle aspirations.