Tata reveals new brand identity for EV unit

Tata Motors' electric vehicles (EV) subsidiary Tata Passenger Electric Mobility today launched its new brand identity, TATA.ev.

"We are entering a new era with TATA.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions," says Vivek Srivatsa, head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility. "We intend to drive positive change in the automotive industry with the focus on sustainability, community, and technology," Srivatsa adds.

As the EV offering grows, spurred on by surging consumer demand and a robust product line-up, customers expect a unique experience across all touchpoints, from the brand to the product and its ownership cycle, the automaker says.

Tata Passenger Electric Mobility has a dominating market share of over 70% in the four-wheeler EV segment. In August, the company crossed the milestone of selling 1 lakh Tata EVs. "This milestone is a springboard for electrification to grow. It represents the fast-progressing ecosystem, giving confidence to customers, suppliers, charging infra players and investors to deploy new technologies and build capabilities in the industry. Such fast-paced growth will create significant employment across categories of workforce in new technologies, while improving our air quality, reducing our oil imports and making India a key hub for EV and EV component manufacturing," Shailesh Chandra, managing director, Tata Motors Passenger Vehicles Ltd. and Tata Passenger Electric Mobility, said at the time.

Tata Motors has announced a 3-phase EV strategy, with plans to offer different body styles at several price points. Tata Passenger Electric Mobility, which is backed by TPG Rise Climate, aims to invest $2 billion by 2026 to launch 10 new electric vehicles, build a dedicated BEV architecture, support local manufacture of key components and development of advanced automotive and battery technologies. The company intends to catalyse the creation of a widespread charging infrastructure as well as growth of other infrastructure to facilitate rapid EV adoption in India. It showcased future concepts at the Auto Expo 2023 – the Curvv, Harrier EV, Sierra EV and the Avinya.

Earlier this month, Fortune India reported Tata Motors is planning separate showrooms for electric vehicles in cities where EV volumes have reached a certain level. This comes at a time when EV wholesales in India touched nearly 27,000 for the first time in the June quarter, up 2.5 times compared to last financial year.

More than 49% of the sales of Tiago EVs are coming from other than the top 20 cities, Chandra said during Tata Motors' first-quarter earnings call. "Therefore, we have taken that opportunity to really start expanding our network in those smaller cities through a shop-in-shop concept. And going forward, we also want to separate, ICE as well as the EV showrooms, as and when we see the volumes in certain cities, which go to a certain level where the separate channel becomes viable," he added.