Author: T. Mulally
Mahindra’s latest SUV, the XEV 9S, is not just manufactured, but crafted with a design philosophy that blends emotion, precision and imagination. Mr. Pratap Bose, Chief Design and Creative Officer, Automotive and Agriculture Division, Mahindra & Mahindra Ltd. said that behind every curve and surface lies a clear belief: A great SUV must feel dynamic, iconic from a distance and create an emotional connection the moment you see or sit in one.
The 9E and 9S are the clearest examples of this philosophy in practice, adding that the 9E’s coupe silhouette and signature taillight graphics have made it one of the most instantly recognizable shapes on Indian roads. Its sibling, the 9S, draws inspiration from the same family DNA, with a rear design so unique that it was Mahindra even before the logo appeared. Together, he said, the two models make a “perfect pair,” each unique but sharing the same design soul.
Mahindra roots its design philosophy in the 9S – nine universal truths that balance art and engineering. From silhouette and stance to sensual materials and sci-fi technology, these principles ensure that each SUV has a refined, recognizable identity that is both emotional and iconic. No matter how complex the process becomes, he says, every Mahindra SUV always starts with a sketch—a burst of creativity that sets the tone for everything that follows.
Mr. Bose said the XEV 9S was designed to make the silhouette sporty and dynamic, which is the essence of an SUV. This gesture exudes power and turns heads wherever you go. The surface flows smoothly, like the continuous brushstrokes in a painting, while the details are treated like tiny jewels, enriching the vehicle’s personality.
There’s a “big” feel inside the car – wide visibility, plenty of cabin space and materials that look and feel sensual. Advanced technology is carefully layered to give the cabin the magic of an airplane cockpit.
Inside, the focus turns to comfort, light and emotion. Maximum space for each occupant, with special attention to footwell, seat travel and ventilation. The third row is designed to be a real seating space, comfortable enough even for long journeys, not just short ones. Light also plays a big role, with a large glass roof and generous quarter glass creating a bright, inspiring cabin. Materials and colors are chosen with the same care “a fashion designer chooses fabrics,” Mr. Bose said.
Even the base version avoids the typical “entry-level” feel. He reiterated that the OEM believes that no customer should feel like they purchased an inferior version. Exterior color is considered a personal signature, leaving a lasting memory wherever the vehicle travels.
Collaboration
Mahindra’s design is also deeply collaborative. Teams in India and the UK worked together and came up with ideas that were appreciated even in studios across the globe. “Every millimeter of the SUV has been carefully designed, from the width of the dashboard to the color of the stitching. Digital modeling supports this precision, with suppliers working closely with the company to ensure that the final vehicle on the road matches the designer’s original vision,” said Mr. Bose.