The brand Mahindra, is embedded in our psyches as a hard-working vehicle built for tough conditions. Using this strength and a future focus, Mahindra wanted to create an elevated, aspirational customer engagement.
Our starting point was the customer and their changing expectations. We used embedded technology and virtual reality within an edgy adventure-led space. We tooled a six-sided carbon structure interpreted with the geometry of the rugged outdoor to create touchpoints that conveyed the idea of a well-crafted and tough brand image. A more macho imagery and palette for the SUV displays and an edgy and reflective environment for premium car segment.
Through design attributes, we pursued a singular goal of thrilling the customers and helping them rise to meet their own aspirations of a better life, aligned with Mahindra’s slogan – Rise. The company has rolled out more than 200 showrooms in one year, based on the design programme.