Mahindra & Mahindra Ltd. announced the setting up of a new design centre — Mahindra Advanced Design Europe (M.A.D.E.) in the western midlands of UK. A part of the Mahindra Global Design Network, this new Centre of Excellence (CoE) will join the Mahindra Design Studio in Mumbai, India, and Pininfarina Design in Turin, Italy, in enhancing the company’s global design capabilities, and their commitment to bring to their customers world-class SUVs with sophisticated designs.

M.A.D.E. aims to further improve the company’s unique product designs, and distinct technology that is the signature of Mahindra cars, creating a safe, thrilling, yet extremely efficient automobile experience for its customers.

Elaborating on this announcement further and what it means for Mahindra & Mahindra Ltd., Executive Director, Rajesh Jejurikar, said, “Mahindra is poised to enter a new, exciting era to build upon our rich 75 years of automotive history to bring unique customer-centric products to the Indian and global markets. A key lever to make the business future-ready is to significantly strengthen design capability across automotive, farm equipment and two-wheelers globally. M.A.D.E. will contribute to all future automotive and mobility products, including Born EV SUVs and be a resource available to Mahindra Group companies. It will give us a quantum leap in both capacity and capability in the design space.”

M.A.D.E., which will be functional from July 2021, plans to add to and leverage the brilliance, experience and expertise of the automotive design talent prevailing in the Coventry region of UK. It will also help to create more opportunities for skilled design talents from the Coventry University, Royal College of Art, and other design colleges in the UK and Europe.