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Mahindra & Mahindra, the home-grown utility vehicle manufacturer, has unveiled its new brand identity, including a new logo, which has been exclusively designed for its SUV portfolio. The carmaker says that the new visual identity is in line with Mahindra's focus to be the makers of sophisticated and authentic SUVs. The upcoming Mahindra XUV700 will be the first model to bear the company's new Twin Peaks logo, while other SUVs in the company line-up will get it in a phased manner. The complete brand identity was designed by the Mahindra Design Team, and the company says it represents a dynamic new Mahindra.
Also Read: Upcoming Mahindra XUV700 SUV Spotted Undisguised For The First Time
The upcoming Mahindra XUV700 will be the first model to bear the company's new Twin Peaks logo
Introducing the new brand logo and visual identity, Rajesh Jejurikar, Executive Director, Auto & Farm Sector, M&M Ltd., said, "An important facet of leading change is articulating the transformation of our brand. Our new visual identity is a manifestation of what we stand for as we build a truly differentiated and authentic SUV brand for personal exploration and adventure. This new visual identity is designed to evoke the powerful emotion of freedom."
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Mahindra claims that the new brand logo takes inspiration from the statement 'Explore the Impossible' and reflects the ambition and the ability to take new challenges, head-on. The carmaker says that the new identity marries subtle sections and hard forms. Two extremes coming together showing how the toughest substances like rocks are smoothened and shaped by softer forces of nature like wind and water. Talking about the new brand identity, Pratap Bose, EVP and Chief Design Officer, M&M Ltd. said, "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. It brings a fresh dynamism as an exciting new era unfolds. The 2M's within the logo symbolize an expansive and exciting future which is based on a solid heritage."
Mahindra says the new logo represents two extremes coming together showing how the toughest substances like rocks are smoothened and shaped by softer forces of nature like wind and water
Also Read: Mahindra XUV700 Deliveries To Depend On Supply Of Semiconductors, Says M&M Top Official
The introduction of the new logo and identity is a strategic move in line with the company's motive towards building a range of what it calls authentic SUVs. The company plans to introduce several new models in the next few years, starting with the XUV700. The company says that with this transition, its passenger vehicle dealerships will move to a completely new design and a colour palette dominated by colours that exude boldness, agility, and collaboration. Charcoal as the primary colour with grey and red will be used as accents.
The new visual identity will be seen throughout the SUV product portfolio, across 1300 customer (Sales) and service touchpoints and 823 cities by 2022. The existing 'Road Ahead' logo will be retained for the Commercial Vehicle products and the Farm Equipment Sector.
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