Mumbai, India – Global automobile brand Mahindra has announced a new sonic identity dedicated to its new lineup of electric vehicles. For the car brand, the new sonic identity aims at embodying Mahindra’s pursuit of sustainability and caring for the planet, resonating with the brand’s commitment to innovation and excellence.
The new sonic identity, conceptualised alongside music composer AR Rahman, 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 the customers through music and lifestyle.
The goal for this sonic identity was to mix cutting-edge tech 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.
In addition to this launch, Mahindra also teamed up with electronics company HARMAN and Dolby Laboratories to bring Dolby’s Atmos® Audio to Mahindra’s electric vehicles.
Rajesh Jejurikar, executive director and CEO of auto and farm sectors at Mahinda & Mahindra, 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.”
He added, “The sounds reflect a musical extravaganza that embodies our brand’s heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.”
Meanwhile, Rahman commented, “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.”
He added, “Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation.”
