Tata Motors is set to launch the Harrier EV on June 3, 2025, as India’s largest electric car maker looks to stem its declining EV market share.

2025 is expected to see a bevy of EV launches from several automakers. Tata Motors will launch the Harrier EV next month, which is expected to be priced above ₹20 lakh. This will be followed by the launch of the Sierra EV.

“On the EV side, we are going to strengthen not only the value proposition of the existing product, in terms of value price equation, but also the addition of two new products, which is Harrier EV and Sierra EV,” Shailesh Chandra, managing director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, said during the company’s Q4 FY25 earnings call.

“It's going to be a strong year for us on the EV side also. Our brand consideration got impacted last year because of customer experience issues. So, improving customer experience, brand associations, and comprehensive marketing campaigns will be the flavour of this year for us,” Chandra added.

JSW MG Motor India, backed by China’s state-owned SAIC Motor, has been steadily eroding Tata Motors' dominance in the electric vehicle (EV) segment. The situation has worsened for Tata with the debut of Mahindra & Mahindra’s (M&M) new electric models—the BE 6 and XEV 9E. Tata Motors experienced an 11% decline in EV sales compared in April 2025. This resulted in a dip in its monthly EV market share to 36%, according to data from the government’s VAHAN portal.

However, Chandra said he is not worried about the short-term volatility in the company’s EV market share amid new EV launches by rivals. Chandra emphasised that the company aspires to keep its EV market share above 50% plus.

“There will be short-term pressure. Whenever a new product gets launched, typically the sales volumes are 2X of the steady-state volumes. Most of the launches have happened recently and it will continue. It’s a launch year for all the OEMs. So there will be short-term volatility,” said Chandra.

Tata Motors sees broadly four segments in the EV space now. One is the entry segment of city cars priced less than ₹12 lakh. Here, Tata has 75%-plus market share with products like Tiago EV and Punch EV. “We are going to take some action in this space,” Chandra said without sharing details. “The requirement would be to come closer to the price parity with ICE and the range should be comfortable. We will overcome some of the barriers that still remain in this segment. That will expand the segment where we have a very high market share,” he said.

Chandra admitted that the mid-size EV segment from ₹12-20 lakh is seeing intense competition. “This is where the whole action is. All the manufacturers are coming with products in this segment. Therefore, intensity will be high. The way of winning the game in this segment: there will be short-term action from our side and mid-term (18-24 months) action to ensure that we dominate this segment also,” said Chandra. Currently, Tata Motors’ market share is 30-33% in this segment, he said.

Tata Motors was the first carmaker in India to take electric cars mainstream. Its EV portfolio includes hatchback Tiago EV, compact SUVs Punch EV and Nexon EV, and mid-size SUV Curvv EV. The Tata group, with the help of Tata Power, is aggressively building an ecosystem for public charging infrastructure.

To ramp up its internal combustion engine (ICE) portfolio, Tata Motors plans to launch a petrol variant for the Harrier and the Safari, which are currently sold with the diesel powertrain only.