Automobile designer Pratap Bose is set to join the Mahindra Group to head the newly formed Mahindra Advanced Design Europe (MADE) centre in the West Midlands, U.K. Till recently Bose was vice president, design at Tata Motors. He moved out of Tata Motors after serving for 10 years.
Bose is known to have driven the new design language in Tata Motors', refreshed passenger car portfolio, which includes models like the Nexon compact sport utility vehicle, Altroz premium hatchback and Harrier SUV. Tata cars have become more aspirational for the young buyers, experts say.
The move of Bose to Mahindra is seen as critical at this time as it will help drive growth in new areas like EVs, future UV programs and most of all help spruce up the design language of the Mahindra range of vehicles.
Incidentally today Mahindra Group announced the setting up of Mahindra Advanced Design Europe (M.A.D.E) in the West Midlands, U.K, which is part of the Mahindra Global Design Network that includes the Mahindra Design Studio in Mumbai, India, and Pininfarina Design in Turin, Italy.
M.A.D.E is a strategic enhancement of Mahindra's global design capabilities and renews its commitment to bring to its customers, sophisticated, authentic SUVs with an unmissable presence.
It is claimed to help sharpen Mahindra's distinctive product designs and differentiated technology offerings to further its safe, thrilling, yet efficient connected car experiences, says the company statement.
Speaking about the announcement, Rajesh Jejurikar, executive director , Mahindra and Mahindra , said, " A key lever to make the business future-ready is to significantly strengthen design capability across automotive, farm equipment and two wheelers globally. M.A.D.E will contribute to all future automotive and mobility products and will be a resource available to Mahindra Group companies. It will give us a quantum leap in both capacity and capability in the design space."
The Coventry region in U.K. is a powerhouse of automotive design. M.A.D.E will contribute and leverage the skills, experience, and expertise of this network of design talent. It will also support the creation of highly skilled design roles, drawing from Coventry University, Royal College of Art, and other design colleges in the U.K. and Europe. M.A.D.E. will be operational from the 1st of July 2021.