As Mahindra sharpens its premium ambitions and prepares a new wave of products, Pratap Bose, chief design & creative officer, Mahindra & Mahindra, talks to Akbar Merchant about how distinct sub-brand identities, production-led ‘vision cars’ and a growing influence of software and EV-led thinking are shaping the automaker’s design strategy for the next decade. Excerpts:
Q. Mahindra’s design language has evolved sharply in recent years. What are the core principles shaping the next decade, especially with the XUV 7XO?
A. Mahindra is unique in that we operate multiple sub-brands, each with its own distinct design language. A Thar, Scorpio or Bolero has a very different personality because the customer sets are different. That allows us to experiment and push boundaries within each sub-brand, while still retaining a strong identity.
Q. How do concept cars and vision cars differ in Mahindra’s design philosophy?
A. A concept car is often an exploration and not necessarily meant for production. Vision cars, however, represent a clear intent of products that will come to market. We believe the trailer should reflect the film. When concepts take too many liberties, the final production car often disappoints customers. Vision cars are more focused and production-oriented.
Q. Mahindra showcased several vision vehicles since 2022. When do these translate into products?
A. We showed five vision vehicles in August 2022. Several of those have already influenced production models, and from 2027 onwards, you will start seeing more of these vision-led products becoming reality.
Q. Vehicle design today involves software, UX and AI. How do you balance digital experiences with traditional design?
A. Customers are looking for a seamless experience, from purchase to ownership to in-car interaction. The challenge is ensuring technology enhances the experience without becoming distracting or overwhelming. The underlying design philosophy remains consistent, though the execution differs across models.
Q. Are EV buyers influencing the design of ICE vehicles like the XUV 7XO?
A. Absolutely. EV buyers are more experimental and open to new ideas. That gives us room to try new approaches, which then migrate quickly into ICE products. What you see in EVs often finds its way into traditional SUVs within a short time.
Q. How does Mahindra manage design inputs across globally distributed studios?
A. We follow a two-stage process. First is competition, studios submit independent proposals. Then comes collaboration, where selected ideas are integrated. It’s important that teams see their contribution reflected in the final product, which helps alignment and speed.
Q. Looking ahead to 2030, what should ‘Mahindra design’ stand for?
A. 2030 isn’t far away, we are already working on those cars. Design cycles are shortening and attention spans are shrinking. Our goal is to stay bold, be a benchmark, but never alienate customers. Bold, yet understandable, and above all, beautiful cars.