Mahindra Advanced Design Europe (MADE) is being set up in the West Midlands, and the new Centre of Excellence (CoE) will be a part of the Mahindra global design network that includes the Mahindra Design Studio in Mumbai, and Pininfarina Design in Turin (Italy), Mahindra & Mahindra Ltd said in a statement.
It will be operational from July 1, 2021, and will also support the creation of highly skilled design roles, drawing from Coventry University, Royal College of Art, and other design colleges in the UK and Europe.
“MADE is a strategic enhancement of Mahindra’s global design capabilities and renews its commitment to bring to its customers, sophisticated, authentic SUVs with an unmissable presence,” it added. The new design centre will further sharpen Mahindra’s distinctive product designs and differentiated technology offerings to further its safe, thrilling, yet efficient connected car experiences, M&M said.
M&M ED Rajesh Jejurikar said, “A key lever to make the business future-ready is to significantly strengthen design capability across automotive, farm equipment and two-wheelers globally.
“MADE will contribute to all future automotive and mobility products, including Born EV SUVs and be a resource available to Mahindra group companies,” he added.