In rejig mode, Mahindra & Mahindra plans new logo for SUVs

Mahindra & Mahindra is planning to unveil a new logo as a new corporate identity for its SUV business to articulate its future brand direction, completing the process of restructuring its marketing organisation and reinventing its identity as the 'authentic SUV maker.'

The new monogram for the SUV line-up is likely to be unveiled ahead of the upcoming XUV 700 launch, which is slated in the coming weeks. The aim is to offer a refreshing new modern identity that aligns with the changing market dynamics of connected and clean vehicles and appealing to the youth.

The oval-shaped emblem is likely to give way to a square-shaped logo with an accentuated initial ‘M’, people aware of the plans told ET.

The Mahindra move comes at a time when global automakers such as Renault, Nissan and Kia have already implemented new brand directions, with changes in logo or their corporate identities.

The current emblem of Mahindra has been untouched for decades since inception; the new emblem will seek to establish the new SUV brand position that M&M is curating.

Mahindra didn’t respond to ET’s queries. “The corporate identity is defined to reflect the new stance of the company that aims to deliver true-blue, no-nonsense SUVs that are true to its character instead of many lookalikes in the markets. The company has made a smart comeback with the Thar and XUV 300, there is a structure to how they are going about reclaiming their lost space and this is yet another step toward change,” said one of several industry executives ET spoke with.

The new way of working traces its origins to the peak of the pandemic in 2020 with a walk, run and fly plan, wherein the leadership gave an indication of carving a new path for the SUV business. Over the last 12-18 months, apart from defining the new brand direction for M&M, the company defined the new product portfolio strategy, set up a new design studio, forming a dedicated EV team, followed by the change in the organization and marketing structure. The launch of the XUV 700 is in a way the start of a new journey.

Harish Bijoor, a brand & business strategy expert, said the new logo helps reposition these brands in the minds of consumers and creates a shift in perception. “Brand image is today being dusted from under the covers and restaged post-pandemic. The businesses and brand managers at many companies got the opportunity to sit back and think, leading to this frenetic activity on brand name rejigs and imagery corrections,” said Bijoor.