Mahindra Electric Automobiles Limited (MEL), a subsidiary of Mahindra & Mahindra, the SUV segment leader in India, today unveiled Important Sounds in collaboration with Padma Bhushan and Academy Award winner AR Rahman, emphasizing on meaningful human experiences through sound Is.
This new sonic identity reflects Mahindra's commitment to sustainability and caring for the planet, highlighting the brand's connection between its Indian roots and ambitious global outreach. The sonic identity was introduced alongside Mahindra's new visual identity.
The sonic identity extends well beyond the brand song, with over 75 distinctive sounds corresponding to various aspects of Mahindra's upcoming all-new portfolio of global electric SUVs. These sounds include interior and exterior drive sounds, Experience Zone mode, infotainment cues and functional signals such as seat-belt alert and turn indicators. Each sound has been carefully crafted to stay true to the Mahindra brand and connect with customers through music and lifestyle.
Rajesh Jejurikar, Executive Director and Chief Executive Officer, Auto & Farm Sector, Mahindra & Mahindra Ltd. said, “We are delighted that AR Rahman, a global music celebrity and Academy Award winner, has signed Sonic for Mahindra’s upcoming range of all-new electric vehicles. identity and brand anthem. The sounds reflect exceptional music that embodies our brand's heartbeat, values and vision. The new sonic identity and brand anthem, through the universal language of music An important step in connecting with customers."
Renowned music composer AR Rahman said, “When I see innovative electric vehicle designs abroad, I often wonder why India has not made the leap yet. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both the empowering experience and the immersive feel of being in an eco-friendly, noise-free SUV at par with the best in the world. Our partnership is only about sounds. It goes beyond crafting; it equally embodies the essence of Indian innovation. I have used instruments from Japan, America and Europe, it makes me very proud to see India rise to prominence with pioneering innovations. Mahindra In collaboration with, we aim to deliver a sonic experience that is both global and uniquely Indian – a sound that reverberates with pride and celebrates India's momentous transformation."
Analyzing the soundscape of leading electric vehicles, Rahman spent time at Mahindra's testing plant in Kanchipuram. Our goal was to combine cutting-edge technology with such a harmonious in-car experience, simulating the sound of the vehicle while engaging passengers in their driving mode. It created a harmonious blend that captivates the soul and is complemented by visual enhancements such as active ambient lighting and high-resolution animations.
Dolby Atmos, renowned for its cinematic and lifelike sound quality, is now seamlessly integrated into the driving experience with HARMAN's 360 degree surround sound solution. Mahindra has used the advanced audio processing algorithms of Dolby Atmos to deliver an unparalleled listening experience inside the quiet car cabin. The electric SUV will feature a factory soundscape designed to provide a multi-sensory experience that ranges from immersive calm to interactive, immersive sound experiences. These are complemented by visual enhancements such as active ambient lighting and high-resolution animations, creating a harmonious blend of heartwarming moments.
This groundbreaking collaboration with HARMAN and Dolby Laboratories immerses drivers and passengers in a three-dimensional audio environment, taking the overall driving experience to new heights. Whether it's enjoying a favorite tune, engaging with precise navigation cues, or enjoying an exciting podcast, Dolby Atmos exudes depth and vividness. This innovative sonic identity transforms every journey into a personalized music concert or private screening, defining a new era of listening experience on the road.
Sustainability lies at the core of Mahindra's sonic creations; Each sound embodies the brand's commitment to the planet, resonating with its global intent towards innovation and excellence. Together, these elements enrich the driving experience and mark a significant leap forward in Mahindra's pursuit of a greener future.
With this initiative, Mahindra has set a significant milestone in automotive branding, reinforcing its commitment to innovation, sustainability and global engagement through the universal language of music and sound.
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