AR Rahman to Compose Music for Mahindra Electric Vehicles
Mahindra Electric Automobiles Limited, a subsidiary of Mahindra & Mahindra, has partnered with renowned music composer AR Rahman to create a unique sound for its electric vehicle fleet. Unlike traditional vehicles, electric vehicles operate silently due to their battery-powered motors. While this is beneficial for the environment by reducing reliance on fossil fuels, it can pose a safety risk for pedestrians. To address this, companies incorporate artificial sounds to enhance the safety of these quiet vehicles.
In an effort to do the same, Mahindra has now teamed up with music maestro AR Rahman to bring bespoke sounds to the ‘born electric vehicles’ namely the XUV400.
New collaboration
As part of this collaboration, AR Rahman has carefully crafted more than 75 sounds for Mahindra’s electric vehicles, including interior and exterior driving sounds, experiential zone modes, infotainment cues and functional signals such as seat belt alerts and turn signals, according to Mahindra. Press release. Along with AR Rahman, Mahindra has also partnered with HARMAN and Dolby to integrate Dolby Atmos into electric vehicles using HARMAN’s 360-degree surround sound solutions.
Rajesh Jejurikar, Executive Director and CEO, Mahinda & Mahindra Auto & Farm Sectors, said, “We are delighted to have AR Rahman, a global music celebrity and Oscar winner, partner with us to create a sonic identity and brand anthem. Mahindra’s upcoming range of all-new Born Electric Vehicles – vehicles.”
After spending time at Mahindra’s testing facility in Kanchipuram, AR Rahman analyzed the soundscapes of leading electric vehicles around the world to combine cutting-edge technology with a harmonious driving experience. Mahindra claims that custom sounds “capture the soul and complement visual enhancements such as active ambient lighting and high-resolution animations.”
AR Rahman said, “Our partnership goes beyond just creating sounds; it embodies the essence of Indian innovation. In collaboration with Mahindra, we aim to deliver an audio experience that is both global and uniquely Indian – a sound that resonates with pride and celebrates India’s remarkable transformation.”
