The upcoming BEVs (Born Electric Vehicles) from the Mahindra brand will feature over 75 distinctive sounds created by Oscar-winning music composer AR Rahman, providing a pleasing audio experience. At a recent event in South Africa, the local automaker unveiled the much anticipated Thar EV and the Global Pik Up, which is based on the Scorpio N. At the same event, Mahindra Electric Automobiles Limited (MEAL), a division of Mahindra & Mahindra, revealed a sonic identity that emphasises meaningful human experiences through sound in partnership with music icon AR Rahman.
Since electric vehicles have battery motors hidden under their bonnets, it is no secret that they are more silent on the road than their gasoline-powered counterparts. Although these vehicles provide less noise pollution from an environmental standpoint, they can pose a serious safety risk to pedestrians. Mahindra has therefore worked with music legend Mr. Rahman to create custom sounds specifically for its electric vehicles to address this difficulty. Let's know in detail about this new partnership that Mahindra claims will uplift the seating experience of the users in their electric vehicles.
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Mahindra x AR Rahman: A Brief Look into Collaboration
The partnership between AR Rahman and Mahindra is said to be an amalgamation of creativity and innovation. According to the brand, Rahman will create over 75 unique sounds for the future Mahindra EVs as part of the partnership. Interior and exterior drive noises, infotainment cues, and functional indications like seatbelt alarms, and turn indicators are some of the sounds included in this list. In order to produce the auditory compositions, AR Rahman spent a significant amount of time at Mahindra's testing facility in Kanchipuram researching the soundscapes of top electric automobiles. Aside from this, the renowned music composer also created the brand anthem 'Le Chalaang' for Mahindra's new lineup of born-electric vehicles.
Also Read: Mahindra Scorpio, XUV and Bolero to Go Electric Soon
Mahindra x AR Rahman: Reactions
Sharing his views on this partnership Rajesh Jejurikar, Executive Director & CEO - of Auto & Farm Sectors, Mahinda & Mahindra Ltd. said, "We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra's forthcoming range of all-new Born Electric Vehicles. The sounds reflect a musical extravaganza that embodies our brand's heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music."
The legendary music composer, AR Rahman, also commented on the collaboration and said, “When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world.
He further added ''Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation”.
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