By T. Murrali
Mahindra’s latest SUVs, the XEV 9S is not just built—its carefully crafted through a design philosophy that blends emotion, precision, and imagination. Behind every curve and surface, according to Mr. Pratap Bose, Chief Design & Creative Officer – Auto & Farm Sectors, Mahindra & Mahindra Ltd., lies a clear belief: great SUVs must feel alive, look iconic from a distance, and create an emotional connection the moment you see or sit in them.
The 9E and 9S are the clearest examples of this philosophy in action, adding that the 9E’s coupe profile and signature taillight graphics already make it one of the most instantly recognisable shapes on Indian roads. Its sibling, the 9S, draws inspiration from the same family DNA—resulting in a rear design so distinctive that it’s a Mahindra even before the logo is seen. Together, the two models form a “perfect pair,” each unique but bound by the same design soul, he said.
Mahindra anchors its design philosophy in the 9S — nine universal truths that balance art and engineering. From Silhouette and Stance to Sensuous materials and Sci-Fi tech, these principles ensure every SUV carries a refined, recognisable identity that feels both emotional and iconic. No matter how sophisticated the process becomes, every Mahindra SUV always begins with a sketch—a burst of creativity that sets the tone for everything that follows, he said.
Mr. Bose said the XEV 9S is designed to make silhouette to be sporty and dynamic—the very essence of an SUV. The stance radiates power, with a road presence that commands attention anywhere it goes. Surfaces flow seamlessly, like continuous strokes in a painting, while details are treated like tiny jewels that enrich the personality of the vehicle.
Inside, there’s a sense of “bigness”—wide views, generous cabin space, and materials that look and feel sensual to the touch. Advanced technology is layered in thoughtfully, giving the cabin its aircraft-cockpit magic.
Inside, the focus shifts to comfort, light, and emotion. Space is maximised for every occupant, with special attention to foot room, seat travel, and airiness. The third row is designed as a genuine seating space—comfortable enough for even long journeys, not just short hops. Light plays a powerful role too, with a large glass roof and generous quarter glass creating a bright, uplifting cabin. Mr. Bose stated that materials and colours are chosen with the same care as a “fashion designer selecting fabrics.”
Even the base variants avoid the typical “entry-level” feel. He reiterated that the OEM believes no customer should ever feel like they bought the lesser version. Exterior colours are treated as personality signatures, chosen to leave a lasting memory of the vehicle wherever it travels.
Collaborative Approach
Design for Mahindra is also deeply collaborative. Teams in India and the UK work as one, shaping ideas that are admired even in global studios. “Every millimetre of the SUV is obsessively refined—from the sweep of the dashboard to the colour of the stitching thread. Digital modelling supports this precision, and suppliers work closely with the company to ensure the final vehicle on the road stays true to the designer’s original vision,” Mr. Bose indicated.
