Upcoming Mahindra EVs, Starting With The XUV.e8, To Sport A New Logo

  • Aug 16, 2023
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The carmaker has also rolled out a new brand and audio anthem, developed in collaboration with A. R. Rahman

  • Mahindra’s new logo loses sharp edges, blending the iconic “M” with an infinity loop, hinting at ideals of sustainability.

  • New Mahindra EVs, including the XUV and BE ranges, will sport the new logo.

  • It debuted on the Thar.e concept at Mahindra’s auto showcase.

  • First of the upcoming EV models will be the XUV.e8 in late 2024.

On India’s 77th Independence Day, Mahindra had a lot to showcase about its future EV plans, including the 5-door Thar.e concept. During its presentation, the Indian marque also revealed a new brand identity for its upcoming range of electric vehicles (EVs). These new EVs will be underpinned by the carmaker’s new INGLO platform, broadly categorised under two sub-brands: XUV and Born Electric (BE), with more to follow after.

What’s The New Logo About?

The new logo was revealed by Mahindra’s new EV subsidiary, Mahindra Electric Automobiles Limited (MEAL), on the Thar.e concept. It is a modern interpretation of the carmaker’s 'Twin Peaks' emblem. This new symbol signifies the concept of ‘limitless opportunities’ and is a hommage to the marque's racing legacy by resembling a racetrack. 

Mahindra further explains that its new logo reflects the company's commitment to sustainability, seamlessly blending the classic 'M' emblem with a contemporary perspective. It will be first seen on a production model with the 2024 XUV.e8, which is the all-electric version of the Mahindra XUV700.

A New Sound With Silent EVs

Mahindra has also teamed up with Bollywood music composer A. R. Rahman to produce a fresh brand and audio identity with an anthem called the ‘Le Chalaang.’ The new audio identity will include over 75 sounds all denoting various functions including seatbelt alerts, drive sounds inside and out, and turn indicators.

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Mahindra’s audio collaboration doesn’t end just there. The carmaker has also joined hands with Dolby Atmos and Harman to provide a surround sound experience in its forthcoming EVs. And if you thought that’s it, think again as there will also be visual enhancements like active ambient lighting and high-resolution animations in these new electric cars.

Also Read: All The 4 Features That Will Make Their Presence Felt In Future Mahindra Cars

A Look At Mahindra’s Upcoming EV Lineup

While we already knew about Mahindra’s plans to introduce fresh EVs under the new ‘BE’ portfolio, the carmaker – at its recent event – divulged that its entire existing ICE lineup of Bolero and Scorpio N will also be getting ‘all-electric’ avatars.

Mahindra XUV e8 Video Review

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