Mahindra Electric launches new brand identity

Team OD Updated: February 05, 2020, 03:26 PM IST

Mahindra Electric, the electric vehicle (EV) arm of Mahindra & Mahindra unveiled the company's new corporate brand identity with the launch of its new logo and tag line - Spark the New. The company says the new brand identity will help the brand achieve its goal of becoming a global provider of electric mobility technology solutions. As part of the new strategy, the company has introduced two different brands within the company - ME, which will offer the company's vehicles and hardware solutions, and NEMO (Next-Generation Mobility) will offer software solutions.

In the new logo, the word 'electric' has been derived from the characters of the word Mahindra, thereby ensuring uniformity and recognition. The characters of the word 'electric' have been made lowercase to make the brand more approachable. The red colour in the logo helps the brand to ensure that its identity is deeply connected with the parent Mahindra brand and the blue ensures that its connection with electric mobility is further strengthened.

The company mentioned in the press release that their new tag line- "Spark the New" has an active voice and a vibrant energy that ensures their actions are always guided by innovation in order to drive new thinking, new ideas and new solutions in the electric mobility technology space.

Speaking at the launch of the new brand identity, Mahesh Babu, CEO of Mahindra Electric, said, "Today, with a decade's worth of experience in electric vehicle technology, we are completely prepared to make India an EV hub and take our technologies global. Our new positioning is an acknowledgement of this ambition while being a testament to our pioneering past. It emphasises our ambition to innovate and create cutting-edge technology with agility, such that we deliver products which make a positive difference to society."

The launch of the new brand coincides with the completion of over 200 million electric kilometres by Mahindra EVs on Indian roads. The over 200 million kilometres done by Mahindra's electric vehicles has helped save over 22,000 metric tons of CO2 emissions in India.