Mahindra unveils new 'infinity' identity for its EV portfolio

Mahindra Electric Automobiles Limited (MEAL), a newly established subsidiary of Mahindra & Mahindra, introduced its new visual identity, associated with MEAL's forthcoming lineup of Born Electric Vehicles.

The Mahindra Futurescape conference in Cape Town, South Africa, showcased the company's Go Global vision across its Automotive and Farm sectors. The new visual identity made its debut on the 'Vision Thar.e' model. The automobile maker also premiered a brand anthem and sonic identity, collaboratively crafted with AR Rahman.

Quality and innovation in EVs

The newly unveiled visual identity serves as a distinctive emblem of quality and innovation for electric vehicle consumers, the company said in a press statement. It added that the identity embodies a fusion of revolutionary engineering, cutting-edge technology, and environmental responsibility. The visual identity aligns with Mahindra's dedication to spearheading the electric vehicle revolution.

Mahindra Eletric SUV logo | Image Credit: Mahindra Youtube  

Veejay Nakra, President, Automotive Sector, Mahindra & Mahindra Ltd, said, "The new visual identity, symbolising Infinite Possibilities, is the proud embodiment of our Go Global vision, representing our exciting, energising, 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." 

Mahindra Eletric SUV Thar.e | Image Credit: Mahindra Youtube  

Intricately crafted, the new visual identity encapsulates MEAL's dedication to shaping a future where electric vehicles harmonise with consumer lifestyles while championing sustainable practises. It heralds the dawn of a new era for Mahindra, one where pioneering electric mobility is seamlessly integrated into the brand's illustrious legacy.

"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," said Pratap Bose, Chief Design Officer, Mahindra & Mahindra.