Mahindra formally inaugurated its new design centre of excellence in the UK,
Mahindra Advanced Design Europe (M.A.D.E), which will serve as the conceptual
hotbed for the company’s portfolio of EV products.
is located at the global automotive and EV hub of Banbury, Oxfordshire. Home to
Oxford University, this region is renowned for its high-end research and
academic institutions. Importantly, Oxfordshire also offers access to new and
emerging technologies like artificial intelligence, autonomics, advanced
robotics, etc. that promise to shape the future of mobility.
primary objective of M.A.D.E, which forms part of the Mahindra Global Design
Network that includes the Mahindra India Design Studio in Mumbai, is to
conceive and create all future Mahindra EVs and advanced vehicle design
was inaugurated by Mahindra Group Chairman, Anand Mahindra along with
International Trade Minister for UK, Ranil Jayawardena.
is equipped with state-of-the-art design tools, enabling it to handle
end-to-end design activities including conceptualisation, 3D digital and
physical modelling, Class-A surfacing, digital visualization and Human-Machine
Interface (HMI) design.
It also incorporates a complete digital visualisation suite, clay modelling studio, VR digital modelling and digital as well as physical presentation areas.
Anand Mahindra, Chairman, Mahindra Group said, “Mahindra Advanced Design Europe is another vital node in our neural network of innovation. In 15 short months, their work has already laid the blueprint for an electrifying future. How we play our cards today will determine the way the world is shaped tomorrow.”
International Trade Minister, UK, Jayawardena, said, “Securing investment in Britain creates jobs, boosts wages, and grows our economy. It is how we help people live better lives now and in the future, so it is fantastic to see Mahindra’s investment and expansion in Oxfordshire. We are seeking to double Anglo-Indian trade over the next decade and a free trade deal will be a significant step towards achieving that, tackling trade barriers and helping businesses in both countries to seize new opportunities”.
& Mahindra Chief Design Officer Pratap Bose said, “Our primary mission at
M.A.D.E is to give expression to our Born Electric vision. All of the
technology, all of the automotive design talent, all of the state-of-the-art
tools assembled here will be geared towards that objective – that is to disrupt
the status quo and serve as the wellspring for Mahindra EV design and
a staff strength of 30 of the brightest and most experienced talent in global
automotive design, M.A.D.E is headed by award-winning automotive design veteran
Cosimo Amadei. M.A.D.E has been instrumental in the development of three of the
five e-SUVs to be showcased as part of Mahindra’s Born Electric launch.
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