September 27, 2021

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M&M unveils new logo for SUV portfolio, to be launched with XUV700

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Mahindra’s brand-new logo to differentiate its SUV portfolio.

New Delhi: Auto major Mahindra & Mahindra Ltd. on Monday unveiled its new visual identity including a brand-new logo to differentiate its SUV portfolio. It will be launched with the company’s upcoming SUV XUV700.

According to Mahindra, 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 ‘Road Ahead’ logo will be retained for the commercial vehicle products and the farm equipment sector.

Rajesh Jejurikar, executive director, Auto & Farm Sector, M&M Ltd., said, “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.”

Veejay Nakra, CEO, automotive division, M&M Ltd., said, “It’s not only a new logo but a representation of the rejuvenated spirit at Mahindra. What better platform than the new XUV700 to showcase it to the world. The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates and across virtual and physical touch-points where our customers interact with us.”

As per the company, the passenger vehicle Mahindra Automotive dealerships will also move to a completely new design and colour palette dominated by colours that exude boldness, agility, and collaboration with charcoal as the primary colour with grey and red to be used as accents.

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.”

Last week, a senior executive of the company said that the ongoing global chip crisis may douse the approaching festive season sparkle as the industry may have to scramble to meet the increased demand during this period.

“The festive period is going to be difficult for the domestic auto industry as timely delivery of vehicles will become a challenge due to the shortage of semiconductors. Besides, resurgence of a COVID third wave continues to be of concern. This upcoming festive season will be very strong from the demand point of view but pretty uncertain from the supply side,” Rajesh Jejurikar, executive director, M&M, said.

Mahindra & Mahindra also announced on Friday the group chairman, Anand Mahindra, will step down from his executive role to become the non-executive chairman from November 2021 to comply with the upcoming SEBI mandate.

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“The festive period is going to be difficult for the domestic auto industry as timely delivery of vehicles will become a challenge due to the shortage of semiconductors. Besides, resurgence of a COVID third wave continues to be of concern. This upcoming festive season will be very strong from the demand point of view but pretty uncertain from the supply side,” Rajesh Jejurikar, executive director, M&M, said.

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Mahindra had planned to take on non-executive chairmanship from April 2020 , in line with market regulator Sebi’s mandate that the chairperson of the board of top 500 listed entities be a non-executive director – also not related to the MD or CEO. However, Sebi extended the deadline for compliance to April 2022.

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