Tata Motors’ EV Push: Plans To Unveil Multiple Electric Cars Under Avinya Brand

Two years after it unveiled its electric concept car Avinya, Tata Motors is now planning to launch it as a premium EV brand, rather than a single vehicle.

“Avinya is not going to be a single model; it’s a brand, and we will spawn multiple products under that brand,” Vivek Srivatsa, chief commercial officer of Tata Passenger Electric Mobility, was quoted as saying by Autocar India.

Tata Motors plans to unveil multiple electric cars, SUVs and MPVs under the Avinya brand, which is built on Tata’s Pure EV Gen-3 architecture.

Currently, Tata’s product portfolio includes four EVs – the Tiago hatchback, Tigor sedan, and the Punch and Nexon SUVs, which are based on the petrol/diesel architecture before being converted into an EV.

Further, the company plans to position the Avinya range of EVs, the first of which are expected to hit the markets in 2025, at the high end of the market in terms of price, according to Srivatsa. 

However, details are yet to be ascertained as to whether Tata and Avinya will operate as independent brands, aping Toyota and Nexus, or if Anivya will be a sub-brand within Tata Motors.

The development comes at a time when Tata Group is strengthening its EV play amid strong demand for its vehicles from the Indian middle class and favourable government policies.

Notably, Tata Motors recently signed an MoU with the Tamil Nadu government to set up a vehicle manufacturing unit. The Avinya range of EVs will be produced at the proposed $1 Bn facility.

It was also reported earlier that Tata Motors was planning to import its Jaguar Land Rover luxury electric cars from the UK  while also srategising to produce JLR cars at the upcoming manufacturing in Tamil Nadu.

In March, Tata Motors sought a three-year extension on incentives offered by the government on electric-taxis. It also called on New Delhi to include personal cars in the government’s flagship demand support programme, 

Some other entities of the Ratan Tata-backed group are also involved in EV-related projects, with Tata Power installing EV charging stations and Tata Chemicals exploring battery cell manufacturing plans.

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