Mahindra pulls the plug on ‘Reva’ brand name

Mahindra has officially announced the rebranding of its electric mobility business and it will be known as Mahindra Electric. This will now serve as the umbrella brand that will manufacture Mahindra's electric vehicles (both new and electrified existing platforms) and license out its electric vehicle technologies.

We had broken the news of this rebranding in earlier this year and the ‘Mahindra Electric’ name has been in use for some time now along with the ‘Reva’ brand name.

The Reva branding was from the name of the Bengaluru-based electric car company founded in 1994, which was later acquired by Mahindra in 2010.

Along with the umbrella brand, the manufacturer is also keen on bringing about a common visual identity for its electric and conventional models with upcoming four-door e2O set  to feature typical Mahindra styling cues. 

While ‘ME’ will be the mother brand for all Mahindra’s electric mobility businesses, it appears that the Formula E racing team isn't included in the branding for now at least.

Mahindra remains confident about the future of electric vehicles and is currently the only four-wheeler manufacture to sell fully electric vehicles in India. The company currently has on sale two models, the two-door e2o hatchback and the four-door eVerito. Two more models, a four-door version of the e2o and an electric Supro Van, are expected to join this line-up soon.