Mahindra inaugurates MADE design studio in the UK

Mahindra & Mahindra, has inaugurated its new design centre, the Mahindra Advanced Design Europe (M.A.D.E) in the UK, and it will serve as the breeding ground hotbed for the brand’s portfolio of EV products that will make way to reality in the coming future.

Located in the city of Banbury, Oxfordshire in the United Kingdom, the primary aim of M.A.D.E, is to conceive and create all future Mahindra EVs and advanced vehicle design concepts.

Inaugurated by Mahindra Group Chairman, Anand Mahindra, along with International Trade Minister for UK, Ranil Jayawardena. M.A.D.E is equipped with state-of-the-art design tools, enabling it to handle end-to-end design activities including conceptualisation, 3D digital and physical modelling, Class-A surfacing, digital visualisation and Human-Machine Interface (HMI) design. It also incorporates a complete digital visualisation suite, clay modelling studio, VR digital modelling and digital as well as physical presentation areas.

With a staff strength of 30 of the brightest and most experienced talent in global automotive design, M.A.D.E is headed by award-winning automotive design veteran Cosimo Amadei. M.A.D.E has been instrumental in the development of three of the five e-SUVs to be showcased as part of Mahindra’s Born Electric launch.

Commenting on this occasion, Anand Mahindra, Chairman, Mahindra Group said, “Mahindra Advanced Design Europe is another vital node in our neural network of innovation. In 15 short months, their work has already laid the blueprint for an electrifying future. How we play our cards today will determine the way the world is shaped tomorrow.”

The UK’s International trade minister, Ranil Jayawardena, said, “Securing investment in Britain creates jobs, boosts wages, and grows our economy. It is how we help people live better lives now and in the future, so it is fantastic to see Mahindra’s investment and expansion in Oxfordshire. We are seeking to double Anglo-Indian trade over the next decade and a free trade deal will be a significant step towards achieving that, tackling trade barriers and helping businesses in both countries to seize new opportunities”.

Mahindra & Mahindra Chief Design Officer Pratap Bose said, “Our primary mission at M.A.D.E is to give expression to our Born Electric vision. All of the technology, all of the automotive design talent, all of the state-of-the-art tools assembled here will be geared towards that objective – that is to disrupt the status quo and serve as the wellspring for Mahindra EV design and Innovation.”

Mahindra has unveiled five new electric SUV concepts that will be underpinned by the brand’s all-new INGLO modular platform which will serve as a base for all of its upcoming electric vehicles. The five new models — XUV.E8, XUV.E9, BE.05, BE.07, BE.09 — will be sold under two new brands that will cater to two different types of consumers. The first product from Mahindra’s Born Electric division will be launched in December 2024.