By Otsile Kadiege
At the recent preview of the all-new Mahindra XUV700, the automaker also revealed its new “Twin Peaks” brand identity which is exclusive for SUV and lifestyle bakkies, and the new XUV700 will be the first vehicle to wear the Twin Peaks logo. Mahindra also announced the new “Unleash the Explorer in You” positioning statement.
Founded in 1945, the Mahindra Group is one of the largest multinational federation of companies with 260,000 employees in over 100 countries. In SA, Mahindra is celebrating its 18th year of operations.
The company has dealers in all nine provinces of South Africa, which are comprehensive facilities that handle sales, service and spare parts. With 72 dealerships, in cities and in towns across Southern Africa, Mahindra has a growing national footprint that is moving ever deeper into communities as the company continues its drive to offer value-for-money products and services to its customers. The company has recently inaugurated its vehicle assembly facility at Durban for its bakkies.
The new Twin Peaks logo and visual identity was created by Mahindra’s Global Design Team. Mahindra says it embodies the company’s willingness to change and embrace a new world order. In designing the new logo and visual identity, the design team worked to incorporate Mahindra’s ethos of creating truly authentic SUVs and lifestyle bakkies for personal exploration and adventure.
According to Mahindra the new visual identity evokes a powerful emotion of freedom and the brand statement of “Unleash the Explorer in You”. Mahindra adds that it also reflects their ambition and ability to take new challenges head on.
“Our new logo is more than just a visual change. It heralds a new growth phase for Mahindra in South Africa,” says Rajesh Gupta, CEO of Mahindra South Africa. “In the coming months customers will see a complete rejuvenation of our approach and several exciting new additions to our range of authentic SUVs and lifestyle bakkies.”
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