Mahindra Introduces New Branding and Audio Experience for Upcoming Electric Vehicle Lineup

Mahindra, a car company, revealed a new look for its upcoming electric vehicles (EVs) during a presentation on Independence Day in 2023. These new EVs will be built on the INGLO modular platform and will include both XUV and BE (Born Electric) models. This is the second time Mahindra has updated its brand image, the first being in 2021 before launching the Mahindra XUV700.

Mahindra Thar.e

The new logo is a modern version of the company’s ‘Twin Peaks’ symbol. It represents limitless possibilities and pays tribute to the company’s racing history, resembling a race track. The logo also combines the traditional ‘M’ with a contemporary style, reflecting Mahindra’s focus on sustainability.

The new logo made its debut on the Thar.e concept vehicle and was presented by Mahindra’s new EV subsidiary, Mahindra Electric Automobiles Limited (MEAL). The upcoming Mahindra XUV.e8,\ set to release in 2024, will be the first model to feature this logo.

Mahindra’s New Audio Identity

Mahindra Thar.e interior

Mahindra also introduced a new audio identity called ‘Le Chalaang,’ created in collaboration with Bollywood musician A. R. Rahman. This sonic anthem includes over 75 sounds for various functions like drive sounds inside and outside the vehicle, seatbelt alerts, and turn indicators.

To enhance the driving experience, Mahindra has partnered with well-known brands like Harman and Dolby Atmos to provide a 360-degree surround sound experience in its upcoming EV lineup. This will be complemented by visual features such as active ambient lighting and high-resolution animations.

Launch Timelines Of EVs

The launch plan for the new EVs is as follows: The EV version of the XUV700, known as the XUV.e8, will be introduced in late 2024, followed by the XUV.e9 (a coupe version of the XUV.e8). The BE range of EVs will be available from 2025 onwards, starting with the BE.05 model in October 2025.

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