In a pioneering move, the global automobile brand Mahindra has launched a new sonic identity, marking a significant step in its electric vehicle (EV) journey. This innovative initiative, conceptualized along with the renowned music composer AR Rahman, represents Mahindra’s commitment to sustainability and technological excellence.
The new sonic identity goes beyond just being a brand anthem. It comprises over 75 unique sounds that have been specially designed for various elements of Mahindra’s upcoming portfolio of global electric SUVs. From interior and exterior drive sounds to infotainment cues and functional signals such as seat-belt alerts and turn indicators, each sound has been carefully crafted.
With a focus on connecting with customers through music and lifestyle, Mahindra has meticulously ensured that these sounds align with the brand’s identity and values. The ultimate aim of this sonic identity is to create a blend of cutting-edge technology and harmonious in-car experience, mirroring vehicle sounds while keeping passengers engaged with their driving mode.
The creation of this sonic identity is not merely a technological advancement but also a soul-stirring blend. It is meant to captivate listeners and enhance visual features such as active ambient lighting and high-resolution animations.
Moreover, Mahindra has joined hands with electronics company HARMAN and Dolby Laboratories to introduce Dolby’s Atmos® Audio into its electric vehicles, amplifying the overall auditory experience.
Rajesh Jejurikar, the executive director and CEO of auto and farm sectors at Mahindra & Mahindra, expressed his excitement over the collaboration with AR Rahman. He stated that the sounds mirror a musical extravaganza that symbolizes the brand’s heartbeat, values, and vision, resonating with the new age customers.
AR Rahman, sharing his experience, stated that working with Mahindra changed his perception of India’s innovation in the field of electric vehicles. He emphasized the empowering and immersive feel of Mahindra’s eco-friendly, silent SUV, recognizing it at par with the best in the world. Rahman’s contribution extends to infusing global and uniquely Indian sounds that resonate with pride, celebrating India’s significant transformation.
The launch of Mahindra’s new sonic identity, along with the collaboration with AR Rahman, sets a new benchmark in the automotive industry, strengthening India’s position in the global electric vehicle market.
This news is based on the article from marketech-apac.com.
