Mahindra and Mahindra Limited on Monday unveiled its new logo for all of its SUVs in its India product portfolio. The upcoming Mahindra XUV700 will be the first SUV from the car maker to sport the new visual identity.
The new logo aims to underpin the core values ‘Explore the Impossible’ by developing a unique visual trait for its SUVs in the country. The logo, according to the automaker, represents the company’s ambition and capacity to take on new challenges front on.
The new ‘Twin Peaks’ logo as Mahindra calls it, is an upper case ‘M’ with quite a modern and distinct design. This logo is also the first design Pratap Bose – Executive Vice President and Chief Design Officer, M&M, has made for the carmaker since his appointment.
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Seeing as the new logo aims to bring in a new visual identity to the brand, Mahindra will also be revamping its dealerships and service centres across the country to give them a new identity too. The dealerships will get a new design as well as a new colour pallet with charcoal being the new primary colour, while red and grey will be used as the accent colours.
By 2022, it will be viewed not only on SUVs, but also at 1,300 sales and service touchpoints in 823 cities across the country. “It’s not just a new logo; it’s a representation of Mahindra’s revitalised spirit,” said Veejay Nakra, CEO, M&M Ltd’s Automotive Division. “What better platform than the new XUV700 to show it off to the world?”
“What better platform than the new XUV700 to showcase it to the world. The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates, and across virtual and physical touch-points where our customers interact with us.”
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All eyes are now on the impending XUV700, which is in its final stages of development. On the outside, the XUV700 will have a solid design element, and Mahindra has been dropping hints about the SUV’s profusion of cutting-edge technologies.
While the new logo will be visible on the car, it also represents a shift toward a robust yet refined body shape. “The idea behind visual identity change is to express that liberating feeling, that you can go where you want, when you want – in complete style, control and security, taking your world with you,” said Pratap Bose, EVP and Chief Design Officer at M&M Ltd.
