The Mahindra Group on Thursday announced the setting up of Mahindra Advanced Design Europe (M.A.D.E) in the West Midlands, UK. The new Centre of Excellence (CoE) will be a part of the Mahindra Global Design Network that includes the company’s Design Studio in Mumbai, India, and Pininfarina Design in Turin, Italy.
M.A.D.E is a strategic enhancement of Mahindra’s global design capabilities. It will further sharpen Mahindra’s distinctive product designs and differentiated technology offerings to push its safe, thrilling, yet efficient connected car experiences.
Rajesh Jejurikar, Executive Director, Mahindra and Mahindra said the company is poised to enter a new, exciting era to build upon its rich 75 years of automotive history, to bring unique customer-centric products to the Indian and global markets.
“A key lever to make the business future-ready is to significantly strengthen design capability across automotive, farm equipment and two-wheelers globally. M.A.D.E will contribute to all future automotive and mobility products including Born EV SUVs and be a resource available to Mahindra Group companies. It will give us a quantum leap in both capacity and capability in the design space,” he said.
M.A.D.E will contribute and leverage the skills, experience, and expertise of the network of design talent available in the Coventry region in the UK, the company said. It 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. M.A.D.E. will be operational from July 1, 2021.