Tata Motors introduces Tata.ev, their new brand identity for electric cars

29 Aug 2023 , 03:13 PM

In preparation for the introduction of 10 new battery electric vehicles by 2026, Tata Passenger Electric Mobility debuted a new corporate identity on Tuesday under the name TATA.ev.

Customers want a distinctive experience across all touchpoints, from the brand to the vehicle and its ownership cycle, according to a statement from Tata Passenger Electric Mobility, a division of Tata Motors, as the EV offering expands as a result of soaring consumer demand and a strong, thriving product selection.

We are entering a new era with TATA.ev, stated Mr. Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility Ltd. Our dedication to accelerating the adoption of clean energy mobility solutions is highlighted by our new brand identity for electric vehicles. With an emphasis on sustainability, community, and technology, we want to stimulate positive change in the automobile sector.

The goal of both the goods and the services is to give customers engaging, highly distinctive experiences. The brand has a humanistic, sincere, energising, and conversational attitude that serves as a rallying point for people who are interested in making a positive difference in the world.

The new ‘sub-brand’ will include a fresh design language and message on the products themselves as well as moving forward across other touchpoints.

The manufacturer plans to achieve a good shift in the automobile industry with a focus on sustainability, community, and technology and a market share of over 70% in the four-wheeler EV class, he added.

A subsidiary of Tata Motors with TPG Rise Climate as an investor, Tata Passenger Electric Mobility Ltd., plans to invest $2 billion by 2026 to launch ten new electric vehicles, develop advanced automotive and battery technologies, support domestic production of key components, and build a dedicated BEV architecture.

In order to assist swift EV adoption in India, it also aims to catalyse the development of a significant charging infrastructure as well as other infrastructure growth. By 2030, Tata Motors anticipates that sales of its passenger vehicles will be composed primarily of electric vehicles. This year, the company hopes to sell about 1 lakh EVs.

The Nexon EV line, Tiago EV, Tigor EV, and XPRES-T EV make up the company’s current lineup of electric vehicles.

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