Mahindra Electric Automobiles Limited (MEAL), a newly set-up subsidiary of Mahindra & Mahindra, unveiled a powerful and distinctive new visual identity for its forthcoming range of Born Electric Vehicles.

Revealed at the Mahindra Futurescape in Cape Town, South Africa – a showcase of Mahindra's ‘Go Global’ vision in Auto and Farm – the new visual identity was introduced for the first time on the 'Vision Thar.e'. Along with the unveiling of the new visual identity, Mahindra also launched an inspiring brand anthem and sonic identity. These were masterfully conceived in collaboration with music maestro Padma Bhushan, Padma Shri,and Academy Award recipient AR Rahman.

This new sonic identity showcases Mahindra's pursuit of sustainability and commitment to caring for the planet, highlighting the brand's connection between its Indian roots and ambitious global outreach.

The sonic identity extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been meticulously crafted to align with Mahindra's brand and connect with customers through music and lifestyle.

The sonic compositions were developed after Rahman spent time at Mahindra's testing facility in Kanchipuram, analysing the soundscapes of leading electric vehicles. The goal was to mix cutting-edge technology with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.