'Vision cars must reflect what finally reaches the road'

As M&M sharpens its premium ambitions and prepares a new wave of products, its Chief Design & Creative Officer Pratap Bose tells Akbar Merchant about how distinct sub-brand identities, production-led 'vision cars' and a growing influence of software and EV-led thinking are shaping the automaker's design strategy for the next decade.

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Excerpts:

Mahindra's design language has evolved sharply in recent years. What are the core principles shaping the next decade, especially with the XUV 7XO?

Mahindra is unique in that we operate multiple sub brands, each with its own distinct design language. A Thar, Scorpio or Bolero has a very different personality because the customer sets are different. That allows us to experiment and push boundaries within each subbrand, while still retaining a strong identity.