Institute of Marketing Communications India®

Mahindra & Mahindra launches its new visual identity for SUV portfolio

The Indian automobile company Mahindra & Mahindra recently revealed its freshest visual identity including a new logo for the SUV segment.

The press statement by Mahindra said that the fresh look is in sync with the company’s focus on sophisticated and authentic SUVs. Their design team depicts the willingness to change in order to adapt to the latest world. Their new logo has been inspired by the brand statement Explore the Impossible” and will be shared with the people via digital and TV campaigns. The brand film for the logo release has stunning shots with the composition Ehsaan-Loy and the voice of actor Naseeruddin Shah.

Mahindra & Mahindra’s latest SUV model XUV700 will be their first one to be launched with the new Twin Peaks logo and the other models will subsequently be followed. However, the Road Ahead logo will be for the Commercial Vehicle products and the Farm Equipment Sector.

Rajesh Jejurikar, Executive Director, Auto & Farm Sector, M&M Ltd, said, “An important facet of leading change is articulating the transformation of our brand. 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. This new visual identity is designed to evoke the powerful emotion of freedom.”

Veejay Nakra, chief executive officer of the automotive division, M&M, 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.”


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