Mahindra Electric Automobiles Limited (MEAL), a subsidiary of Mahindra & Mahindra, has unveiled a sonic identity.
The company has collaborated with Padma Bhushan and Academy Award winner AR Rahman who has developed the sonic compositions. MEAL unveiled the sonic identity along with a new visual identity for its new Born range of electric vehicles (EVs).
The sonic identity encompasses more than 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.
Mr Rahman said, “When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world. Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par.”
Rajesh Jejurikar, Executive Director & CEO, Auto & Farm Sectors, Mahinda & Mahindra Ltd. said, “We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra’s forthcoming range of all-new Born Electric Vehicles. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.”
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 company said in a press release.