There was something fitting about the setting for the launch of Mahindra’s new models, the Lifestyler (on 14 Aug) in three variants, and special expressions of the BE 6, the top-of-the-line Launch Edition and the performance-focused Formula E Freedom Edition. Mahindra chose Ballard Pier in Mumbai, the very place from where the British once left India 80 years ago, to unveil these vehicles. It became a place to celebrate freedom in a very different sense, not just the freedom of a nation, but the freedom to think, to express, to simply be oneself.

Since its launch in November 2024, the BE 6 has become Mahindra’s most talked-about e-SUV, known for the emotional connection it built with owners, a spirit the brand has captured through its “Pulse Goes Rogue” campaign. SPORTEQ builds on that legacy, bringing sportier design, deeper technology, and a wider range of ownership experiences.

Mr. Pratap Bose, Chief Design & Creative Officer, Auto & Farm Sectors, Mahindra & Mahindra, said the design was conceived to go beyond looks, focusing on how customers experience the product, with SPORTEQ’s cabin built to feel as immersive and progressive as its exterior. He noted that the BE 6’s signature cockpit design is one some people love and some don’t, but that’s exactly what it was meant to be. Design that tries to please everyone, he said, rarely becomes memorable. “But sit inside this car once, and it stays with you. The colours, the materials, the finishes, the way the halo wraps around the driver, there’s simply nothing else quite like it,” he said.

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