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Mahindra Electric unveils new brand identity

Comes up with a new logo and tagline — ‘Spark the New’. Also celebrates over 200 million electric kilometres on Indian roads

Mahindra Electric Mobility Ltd, a part of Mahindra Group, unveiled a new corporate brand identity with a new logo and tagline — ‘Spark the New’.

The new brand identity is meant to give the brand a renewed thrust to achieve its global ambition of being a leading player in electric mobility technology solutions.

The identity simplifies the portfolio so that the vehicles and hardware solutions are offered under ME branding and the software solutions offered under NEMO branding. The new identity further enhances the brand for a digital world by ensuring the logo works seamlessly on digital assets as well as on the EV components and vehicles. This move will help the brand approach the Indian and global markets with a clarity of purpose and a sharply defined identity.

The launch of the new brand coincides with the completion of over 200 million electric kilometres by Mahindra EVs on Indian road. The 200 million plus eKilometres done by Mahindra’s electric vehicles has helped save over 22,000 metric tonnes of CO2 emissions in India. This translates into the need to plant over 10 lakh trees to absorb the equivalent levels of emissions.

The company also unveiled its new vision of being a leading brand in enabling customised electric mobility solutions through cutting-edge technology. The new identity intends to position the organisation as the preferred e-mobility partner for OEMs across the globe.

Mahesh Babu

Mahesh Babu, CEO, Mahindra Electric, said, “Today, with a decade’s worth of experience in electric vehicle technology, we are completely prepared to make India an EV hub and take our technologies global. Our new positioning is an acknowledgement of this ambition while being a testament to our pioneering past. It emphasises our ambition to innovate and create cutting-edge technology with agility, such that we deliver products which make a positive difference to society.”

He added, “Our new identity truly recognises the essence of ‘Mahindra Electric’ and there are no better words to capture this than ‘Spark The New’. These powerful words resonate not just with us at Mahindra Electric, but are a clarion call for everyone to join the movement towards sustainable mobility.”

In the new logo, the word ‘electric’ has been derived from the characters of the word Mahindra, thereby ensuring uniformity and recognition. The characters of the word ‘electric’ have been made lowercase to make the brand more approachable.

The red colour in the logo helps to ensure that its identity is deeply connected with the parent Mahindra brand and the blue ensures its connection with electric mobility is further strengthened.  

Its ‘Spark the New’ positioning is a rallying cry for action and works with both internal and the external stakeholders. It has an active voice and a vibrant energy that ensures its actions are always guided by innovation in order to drive new thinking, new ideas and new solutions in the electric mobility technology space. 


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