Mahindra launches Coventry design studio

Indian OEM Mahindra is setting up a design studio in Coventry in the United Kingdom, which will focus on designing automotive and mobility products to ”sharpen” its ”distinctive product designs and differentiated technology offerings.”

Under the banner Mahindra Advanced Design Europe (MADE), the studio forms part of Mahindra’s global design network which includes the Mahindra Design Studio in Mumbai, and Pininfarina Design in Turin.

Mahindra describes the West Midlands and Coventry as a ‘powerhouse of automotive design’ and says it will look to leverage the skills, experience and expertise of the design talent in the area. Beyond Coventry University, MADE will also draw on Royal College of Art and other design colleges across Europe to create highly-skilled design roles.

Executive director at Mahindra Rajesh Jejurikar said: “Mahindra is poised to enter a new, exciting era to build upon our 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. MADE 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.”

M.A.D.E. will be operational from the 1st of July 2021.

In related news, Mahindra’s design director Pratap Bose recently stood down, replaced by Martin Uhlarik. Mahindra has not yet announced who will head up MADE.