Mahindra & Mahindra, India’s leading SUV manufacturer, on Monday officially opened its new center of design excellence, Mahindra Advanced Design Europe (MADE), “which will serve as the conceptual home for the company’s EV product portfolio.”
MADE is located in the global automotive and electric vehicle hub of Banbury, Oxfordshire. “Home to the University of Oxford, this area is renowned for its high-end research and academic institutions. Importantly, Oxfordshire also offers access to new and emerging technologies such as artificial intelligence, autonomy, advanced robotics, etc. that promise to shape the future of mobility,” M&M said in a statement.
The main objective of MADE, which is part of the Mahindra Global Design Network which includes the Mahindra India Design Studio in Mumbai, is to design and create all future Mahindra electric vehicles and advanced vehicle design concepts.
MADE was inaugurated by Mahindra Group Chairman Anand Mahindra and UK International Trade Minister Ranil Jayawardena.
“MADE is equipped with state-of-the-art design tools, enabling it to manage end-to-end design activities, including conceptualization, 3D digital and physical modeling, Class A surfacing, digital visualization and interface human-machine (HMI) It also incorporates a full digital visualization suite, clay modeling studio, digital VR modeling, and digital and physical presentation areas,” the automaker said.
Anand Mahindra, President of Mahindra Group, said: “Mahindra Advanced Design Europe is another vital node in our innovation neural network. In just 15 months, their work has already laid the foundation for an electrifying future. How we play our cards today will determine how the world will be shaped tomorrow.
UK International Trade Secretary Ranil Jayawardena said: “Securing investment in Britain creates jobs, raises wages and grows our economy. It’s how we help people live better lives now and in the future, so it’s fantastic to see the investment and expansion of Mahindra in Oxfordshire. We seek to double Anglo-Indian trade over the next decade and a free trade agreement will be an important step towards achieving this, tackling trade barriers and helping businesses in both countries seize new opportunities. “.
Pratap Bose, Design Director of Mahindra & Mahindra, said, “Our core mission at MADE is to deliver our Born Electric vision. All of the technology, all of the automotive design talent, all of the cutting-edge tools assembled here will be geared towards that goal – to disrupt the status quo and serve as a source for Mahindra EV design and innovation. ”