TATA.ev brand identity marks a step towards an electric future, with a focus on customer experience and sustainability.
Tata Passenger Electric Mobility has revealed a fresh brand identity as it prepares to introduce ten new battery electric vehicles by 2026. The move comes in response to growing consumer demand and a thriving product lineup, with the company emphasizing a unique customer experience. The new brand, TATA.ev, signifies a collective step towards an electric future, aiming to provide distinct and meaningful experiences for customers.
Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility, stated that the new brand identity demonstrates their commitment to accelerating clean energy mobility solutions. With a dominant 70% market share in the four-wheeler EV segment, the company aims to lead positive changes in the automotive industry, focusing on sustainability, community, and technology. The brand identity is characterized as humane, honest, invigorating, and conversational, appealing to those interested in making a positive impact on the world.
As a subsidiary of Tata Motors with investment from TPG Rise Climate, Tata Passenger Electric Mobility plans to invest $2 billion by 2026 to launch ten new electric vehicles, establish a dedicated BEV architecture, support local component manufacturing, and develop advanced automotive and battery technologies. The company also intends to boost the creation of charging infrastructure and other necessary facilities to facilitate rapid EV adoption in India. Tata Motors envisions electric vehicles accounting for 50% of their passenger vehicle sales by 2030, with a target of selling approximately 1 lakh EVs this year. Currently, their EV portfolio includes models like Nexon EV, Tiago EV, Tigor EV, and XPRES-T EV.