Until recently, electric vehicles priced under INR 22 lakh lacked the aspirational appeal in terms of design and features to lure the customers. However, the landscape seems to be shifting with recent launches by a few OEMs, including Mahindra’s BE 6e and XEV 9e, marking a pivotal moment for electric four-wheelers to gain traction and build volumes.
When Mahindra embarked on designing its Electric Origin SUVs, the BE 6e and XEV 9e, the approach was one of unbridled creativity—a clean slate not just in concept but in execution. This approach led to vehicles that stand out not only for their electric origins but also for their design, innovation, and engineering.
The design philosophy for these vehicles wasn’t just about crafting electric cars; it was about creating cars people would desire on every level. Rajesh Jejurikar, Executive Director and CEO of Auto & Farm Sectors at Mahindra & Mahindra, asked the design team to “design vehicles that are gorgeous and desirable,” and that happen to be electric. This vision set the stage for a design journey that went beyond the constraints of conventional automotive design, Pratap Bose, Chief Design & Creative Officer at Mahindra & Mahindra told Mobility Outlook.
Ground-Up Approach
Every groundbreaking innovation begins with a moment of clarity, a vision that demands an unshackled approach. For Mahindra, this moment arrived with the development of its electric vehicles—a journey that began, quite literally, with a “clean sheet” of paper. This was not just a design exercise but an ambitious reimagining of what electric mobility could be, Bose noted.
The cornerstone of the OEMs EV approach was the 79-kWh battery architecture. This foundational element dictated more than just performance—it defined the very dimensions of the vehicles built on the INGLO platform. The design team meticulously constructed the design around the battery pack, placing the 20-inch wheels, optimising overhangs, and creating a spacious, ergonomic occupant layout, Bose said.
This strategic focus on the battery architecture allowed the vehicle maker to maximise efficiency while maintaining aesthetic appeal. The result is a platform that is not only technologically advanced but also a canvas for creating vehicles that are visually appealing and functionally better.
New Identity
It all started in August 2022, when Mahindra unveiled a vision designed to challenge preconceived notions about the brand.The BE brand was born from the need to address a perception gap—a belief among certain consumers that Mahindra wasn’t an option for cutting-edge, aspirational vehicles. Recognising this, the company set out to create something entirely new—a brand that wasn’t tied to legacy but was instead a beacon for the future. Grounded in the ethos of 'electric origin,' the BE brand became a symbol of innovation and ambition, designed to attract a new generation of discerning customers.
Distinctive Design Language
While Mahindra’s XUV line has long been celebrated for its muscular and athletic aesthetics, the BE brand ventured into uncharted territory. It was essential that the BE vehicles didn’t just stand out but made a statement—a visual language that screamed 'electric.'
In the world of automotive design, “the first impression isn’t made on the road—it’s made the moment the vehicle catches your eye,” he said. Unlike many products, where the tactile or functional interaction often takes precedence, “cars demand a visual connection first. This principle guided the design philosophy of Mahindra’s electric vehicles, ensuring that they didn’t just blend into traffic but commanded attention,” he mentioned.
A car’s journey with its owner begins not with the turn of a key but with a glance. The design team understood that this initial interaction—the one made through the eyes—sets the tone for every decision that follows. If the design fails to captivate, the exploration ends there. Recognizing this, the design team aimed to create vehicles with a magnetic visual presence, ensuring that they would turn heads from every angle. Therefore, every element of the design was carefully calibrated to evoke a sense of strength and purpose. From the striking proportions to the balanced stance, the vehicles project a dynamic energy that feels ready to leap into action. The focus wasn’t just on looking good—it was about creating a design that resonates with power and confidence, qualities that linger in the viewer’s mind long after the car has passed, Bose said.
The cars were also designed to make an impression in motion and at a standstill. Whether viewed head-on, from behind, or caught in a fleeting glimpse through a rearview mirror, “you really look twice.” The blend of sharp design cues and bold elements ensures that drivers and pedestrians alike pause to admire the details, prompting a second, even a third look.
According to Bose, this “wow factor” wasn’t merely about aesthetics; it was about creating a connection. The vehicles were designed to be head-turners, ensuring that the first glance leads to curiosity, and curiosity leads to exploration.
Shaping Innovation
When it came to designing Mahindra’s new electric vehicles, the goal was clear: create cars that stand out, resonate with their intended audience, and push the boundaries of design and functionality. For Bose and his team, the journey began with two distinct philosophies—elevating the known and exploring the unknown.
For the XEV 9e, the approach was to evolve a beloved legacy. The design took the defining traits of the XUV lineage—muscularity, athleticism, and a commanding road presence—and amplified them. Elements like the long bonnet, wheel size, and ground clearance were retained to preserve its essence, while adding a coupe-inspired shape and sharper edges to give it a modern, aggressive stance. This evolution was crafted to appeal to the OEM’s loyal customer base, blending familiarity with bold enhancements.
Crafting Curiosity
In contrast, the BE electric vehicle was born out of a desire to attract new customers who might not have considered Mahindra before. Its design was envisioned to captivate and intrigue. “Why will he or she look at us if we look like anything else?” was the guiding question. The BE’s aggressive roofline balances aerodynamic function with spaciousness, while the short overhangs and digital lighting elevate its futuristic appeal. One standout feature is the hidden-till-lit technology, where the headlamps and DRLs remain invisible when off, adding a layer of intrigue to its already striking appearance. Even the floating bonnet scoop, though functional for aerodynamics, is an element designed to surprise and delight.
Aerodynamics: The Silent Performer
Aerodynamics are crucial for maximising range in EVs, and the company’s design team left no stone unturned. The flow of air was meticulously engineered to stay attached to the car's surface, optimising performance. “From the floating aero bridge at the front, the air moves seamlessly over the bonnet, windscreen, and roof, guided by twin spoilers at the rear. This laminar flow minimises drag, ensuring the vehicles perform efficiently on the road,” he mentioned.
When it came to the roof design of the BE 6e, Bose and his team took a distinctive approach aimed at transforming the cabin experience. The fixed glass panel seamlessly extends from the base of the windscreen to the rear glass, creating a sleek surface that catches the eye both externally and internally. Beyond aesthetics, the design serves a purpose—it floods the cabin with natural light, making the interior feel open and airy. “This isn’t just about adding a feature; it’s about redefining the experience. The thoughtfully designed roof ensures that every journey feels expansive and refreshing, setting a new standard in cabin ambiance,” he said.
Design Freedom With INGLO ArchitectureAs Bose explained, the INGLO platform redefines space efficiency in electric vehicles. Offering 20% to 30% more space within the same footprint, it transforms conventional car design. Without the constraints of an internal combustion engine, the front of the vehicle opens up to a 150-litre frunk. The absence of a central tunnel liberates additional legroom, creating a flat floor that enhances passenger comfort. This thoughtful utilisation of space extends to a larger console for storage between front seats, ensuring a spacious and functional interior, whether for five passengers or a solo commute.
The Halo Inspiration for BE 6eDrawing inspiration from the world of motorsport, Bose reveals how the halo design—a defining safety and performance element in Formula racing—found its way into the BE 6e’s interior. Leveraging Mahindra’s experience in Formula E racing, the halo-like structure envelops the driver, bringing a touch of high-performance pedigree to the vehicle’s design. Lessons From In-House IconsThe XUV 700 served as a blueprint for technological and design evolution. Building on its two-screen module, Bose and his team integrated a third screen in the XEV 9e, creating an elevated co-driver experience. Bose emphasised the importance of enhanced comfort, ensuring the BE 6e could accommodate five adults with ease. Materials, fit, and finish were also inspired by the XUV 700, catering to the Indian customer’s demand for global quality interiors. Sustainability was not overlooked; select variants of the BE 6e feature fabric made from 50% recycled PET bottles, showcasing Mahindra’s focus on eco-friendly innovation, he concluded.
Also Read:
Mahindra's INGLO Platform Redefines EV Excellence: R Velusamy