Mahindra unveils new logo & anthem for its Electric SUV range

The white infinity logo will replace the bronze twin-peaks logo that is currently being used on the XUV400.

Mahindra has unveiled a new brand identity for its electric vehicle lineup. It was revealed alongside the Global Pik Up and Thar.e concepts at the Futurescape event in South Africa.

Mahindra's upcoming electric SUVs will feature a white infinity logo instead of the bronze twin-peaks logo that is currently being used on the XUV400.

According to the company, the new logo represents the flow of energy, the fluid synergy of the driver and the SUV in multisensory harmony. It also signifies the racetrack and circularity of intelligent sustainability.

Mahindra has also collaborated with music maestro AR Rahman to create a new sonic identity and anthem "Le Chalaang" for its new range of 'Born Electric' vehicles.

The company has also created over 75 unique sounds tailored for various aspects of the upcoming EV range. These include interior and exterior drive sounds, experience zone modes, infotainment cues and functional signals such as seat belt alerts and turn indicators.