Mahindra SUVs get a new brand logo, will debut with the XUV700

This new logo will only be used on the Mahindra SUV portfolio –the brand’s commercial vehicle division will continue with the current ‘Road Ahead’ insignia. Mahindra will also revamp its dealership and service network with the new logo

Mahindra has sprung a surprise and revealed a new logo for all its SUVs. The new ‘Twin Peaks’ logo looks like a large uppercase M with sharp and distinct lines giving it a sophisticated appeal. This is Pratap Bose’s first design for the Nashik-based brand since he joined the organisation some time in June 2021.

Speaking about the new logo design, 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.”

Coming back to the new Mahindra insignia, it will make its debut with the all-new XUV700 next week. We are going to be driving the car later this week, so stay tuned for that. Additionally, the new ‘Twin Peaks’ logo will gradually make its way onto other Mahindra products as well. In fact, the brand is in the process of revamping their 1300 strong dealership and service network across 823 cities to accommodate the new identity. Dealerships across the country will also get a new look and feel which is in line with the new logo. Mahindra will make use of Charcoal as the main colour with grey and red to be used as highlights. Mahindra claims that this transition should be complete by 2022.

Mahindra introduced the ‘Road Ahead’ insignia in its SUVs in 2002 and since then it has been proudly been flaunted on all their products. Mahindra’s commercial vehicles and farm equipment sector will continue to sport the familiar old logo.

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