Mahindra Electric Launches New Brand Identity; Changes Logo & Tagline

Mahindra Electric Mobility has 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, said the company.

The identity also simplifies the portfolio so that the vehicles and hardware solutions are offered under ME branding and the software solutions are 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, it added.

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

Speaking at the launch of the new brand identity, 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 emphasizes our ambition to innovate and create cutting-edge technology with agility, such that we deliver products which make a positive difference to society.” 

New Logo:

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 us to ensure our identity is deeply connected with the parent Mahindra brand and the blue ensures our connection with electric mobility is further strengthened.  

New tagline:

Our ‘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 our actions are always guided by innovation in order to drive new thinking, new ideas and new solutions in the electric mobility technology space.