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Mahindra Group has appointed Pratap Bose 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.

Pratap 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 young buyers, experts say.

Mahindra and Mahindra Executive Director Rajesh Jejurikar 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 including Born EV SUVs and be a resource available to Mahindra Group companies. It will give us a quantum leap in both capacity and capability in the design space,” said Rajesh Jejurikar.

The move of Pratap Bose to Mahindra is seen as critical at this time as it will help drive growth in new areas like EV (electric vehicle), future UV programs and most of all help spruce up the design language of the Mahindra range of vehicles.

Incidentally, 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. M.A.D.E will further sharpen Mahindra’s distinctive product designs and differentiated technology offerings to further its safe, thrilling, yet efficient connected car experiences, says the company statement.

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