Mahindra and A R Rahman collaboration to bring unique sounds to Born Electric vehicles
Mahindra & Mahindra recently showcased the hotly-anticipated Scorpio N-based Global Pik Up and Thar EV in Cape Town, South Africa. At the event, the automaker also announced its partnership with Indian music composer, singer, and record producer A. R. Rahman to create unique sounds for its upcoming electric vehicles (EVs). Another notable announcement came from Rajesh Jejurikar, CEO, Mahindra Tractors, who revealed that Mahindra has joined hands with Dolby to offer Dolby ATMOS surround sound system along with Harman Kardon to provide immersive in-cabin sound experience for the Born Electric vehicles.
As a part of this partnership, music maestro A. R. Rahman has created 75 sounds effects for drive modes, infotainment system, voice assistant, and other functions. Speaking on the occasion, Rahman stated, "Had never imagined I would be creating music for EVs one day. My team and I are designing special sounds for drive modes, dashboard, experience moods."
The Grammy and Academy award-winning music director had visited Mahindra's Kanchipuram testing facility to analyse soundscapes of leading EV to develop sonic compositions. "In collaboration with Mahindra, we aim to deliver a sonic experience that's both global and uniquely Indian â" a sound that resonates with pride and celebrates India's significant transformation," he added.
This is not the first time an automotive brand has partnered with a musician. German luxury automaker BMW has tied up Grammy and Academy Award-winning composer Hans Zimmer to create BMW IconicSounds Electric. Zimmer with BMW Group Sound Design has developed special drive sounds for the new BMW electric vehicles, such as the iX and i4. Similarly, another German luxury auto major Mercedes-Benz teamed up with well-liked rock band Linkin Park to create sounds for its electric vehicles. Automakers, such as Jaguar, Renault, and other have also collaborated with music composers and artists to develop unique sounds for their electric cars.
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Starts Rs 37.9 Lakhs
1998cc
Automatic
190
280
14.82 Kmpl
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