Mahindra Unveils New Logo For Future Electric Vehicles

Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, has unveiled a new visual identity for its forthcoming range of ‘Born Electric’ vehicles. Mahindra has revealed its new logo for the first time on the 'Vision Thar.e’ in Cape Town, South Africa. Along with the unveiling of the new logo for its future EVs, Mahindra has also launched a new brand anthem conceived in collaboration with legendary music producer A.R. Rahman. Mahindra believes that this new visual identity serves as a hallmark of quality and innovation for customers opting for electric vehicles.

Veejay Nakra, President – Automotive Sector, Mahindra & Mahindra Ltd., said, “This new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energizing, 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 said, “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!”

Mahindra further goes on to state this new logo represents the constant flow of energy, the fluid synergy of the driver and the SUV in multi-sensory harmony which is shown with the use of the infinity symbol. It also showcases a racetrack which highlights Mahindra’s DNA for performance. The ‘M’ itself represents Mahindra and the company’s heritage for SUVs. The brand anthem, which is called ‘Le Chalaang’, is said to represent the proverbial move towards electric vehicles. Apart from the Thar.e mentioned above, there will also be an XUV.e, Scorpio.e and Balero.e in the future.