May 6, 2021
The Mahindra Advanced Design Europe (M.A.D.E) initiative will be operational from the 1st of July, 2021.
M.A.D.E will be working towards providing futuristic and distinct product designs for SUVs in line with the current trends.
It will also be a resource for all future automotive and mobility products from the Mahindra Group.
Additionally, it will be creating design roles involving highly skilled graduates from institutions in the U.K and Europe.
As a part of the Mahindra Advanced Global Design Network, the Mahindra Group has expanded its operations to the West Midlands, UK, with the establishment of the Mahindra Advance Design Europe (M.A.D.E) initiative. The design centre is expected to become operational from the 1st of July, 2021, and will be managed in collaboration with Global Design Network members like the Mahindra Design Studio in Mumbai and Pininfarina Design in Turin, Italy.
M.A.D.E will help the group in its efforts to launch authentic and sophisticated SUVs in the global market. A company statement says that the M.A.D.E initiative will look to enhance Mahindra’s distinct product designs and differentiated technology offerings to enhance its safe, and efficient connected car experiences. Rajesh Jejurikar, the Executive Director of Mahindra and Mahindra remarked that strengthening design capabilities across automotive, farm equipment and two-wheelers across the globe was a key priority in the company’s global business objectives. He added that M.A.D.E would aid the company’s foray into automotive and mobility products including Born EV SUVs, enhancing both the capacity and capability aspects in the design space.
The Coventry region in the United Kingdom is synonymous with superior automotive design, thereby allowing M.A.D.E to contribute and tap into the experience, skills and proficiency of this pool of expertise in design. The initiative will tap into talented people from the Coventry University, Royal College of Art, and few other institutions offering courses in design in the UK and Europe.