Mahindra unveils new visual identity for its Born Electric Vehicles
Mahindra introduced a new brand identity for its forthcoming line of electric vehicles (EVs) that will be supported by the INGLO modular platform, comprising EVs in both the XUV and BE (Born Electric) portfolios, as part of its Independence Day 2023 presentation. Under this brand umbrella, the XUV.e, Thar.e, Scorpio.e and Bolero.e will be launched.
New Electric Vehicles brand identity
The new logo is a modernized version of the carmaker's 'Twin Peaks' badge, and it serves as a symbol of 'unlimited possibilities' as well as a homage to the carmaker's racing past due to its resemblance to a race track. According to Mahindra, the logo represents the company's efforts toward sustainability while also merging the marque's classic 'M' with a modern approach.
Mahindra's new EV subsidiary, Mahindra Electric Automobiles Limited (MEAL), introduced the new branding, which debuted on the Thar.e prototype. The Mahindra XUV.e8 will be the first vehicle from the forthcoming EV lineup to receive this new emblem, due to be released in 2024.
Along with the new visual design, Mahindra debuted an uplifting brand song and aural identity. AR Rahman, music maestro and Padma Bhushan and Padma Shri laureate collaborated beautifully on these. It will have over 75 sounds for signalling various operations such as drive noises both inside and outside, seatbelt alarms, and turn indications.
Mahindra XUV.e and BE SUV launch timeline
The Mahindra XUV e8 will be the first new electric SUV to be released in December 2024. It will be constructed on the INGLO skateboard platform and will have the new INGLO electrical architecture on the interior.
The Mahindra XUV e9, which will be released in April 2025, will come next. This will be a sportier-looking coupe-SUV variant of the XUV e8, with two rows of seating. It will mostly certainly have the same mechanicals and interiors as the XUV e8.
If you're looking for the BE range, it won't be available until 2025, with the BE.05 scheduled for October 2025.
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