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Tata Motors has global ambitions for its EVs and will look at serving many markets outside India with the existing and upcoming range of EVs it plans to bring over the next three years, N Chandrasekaran, chairman Tata Motors and Tata Sons said at the unveiling of Avinya, Tata Passenger Electric Mobility’s (TPEM) first pure electric car concept in Mumbai on Friday.
“Our goal is to go global eventually and we are benchmarking to be the best whether it is terms of software, electric and electronic architecture or the intuitive experience. We have really high aspirations,” said Chandrasekaran, without divulging details on the markets the company would be keen to tap into with its range.
This will mark the beginning of the globalisation strategy of Tata Motors passenger vehicle business which has been confined to India and South Asia all these years due to the variance in emission standards. The EVs open up a whole new set of possibilities for the company, said Chandrasekaran.
In a bid to fortify its position in a segment where it is the first mover, Tata Motors has plans to have a portfolio of 10 EVs over the next 5 years in various body styles, driving range options at varied price points. These cars will have state-of-the-art technology and will be globally competitive, he added.
“We have already started testing the vehicles in some of the markets where we want to launch our EVs,” Shailesh Chandra, managing director, Tata Motors passenger vehicles and TPEM, told Business Standard. Tata Motors is also looking to piggy-back Jaguar Land Rover (JLR) to get into the markets where the UK subsidiary has a presence, said Chandra.
“Lot of EVs that you are seeing in our portfolio is good to be sold in quite a few mature markets. Secondly, because of electric, we no longer have the gaps in emission we used to have,” said Chandra.
While EVs being the “low hanging fruit,” will be the first to go global, Tata Motors also plans to sell the internal combustion engine (ICE) models in some of those markets. The decision with regards to which markets to enter with the EVs will also be governed by the markets that offer better policy support for EVs. We are in the process of identifying the markets and in certain markets we have also started testing our vehicles.
The model developed ground up by the Tata Group flagship is expected to go on sale by 2025 and marks a significant step forward in Tata Motors EV journey. Based on Gen 3 architecture, the word Avinya has been derived from the Sanskrit language and means innovation. It marks the beginning of a new breed of EVs that the company plans to introduce in the coming years.
Several Tata Group companies including Tata Power, Tata Chemicals, Tata Elxsi, Tata Consultancy have come together for TPG backed TMEP. “We will not be restricted by anything. Be it capital, talent or supply chain,” said Chandrasekaran. “The job at hand is very big. We are happy at the progress we have made in the last couple of years,” he added alluding to the turnaround of the passenger vehicle business.
From being an underperformer, Tata Motors has firmly established itself as the no.3 passenger vehicle maker. It also has been the quickest to capitalise on the electrification trend in the PV segment and corners 80 per cent of the market.
One of the major highlights of Avinya is that it would offer a lot more space inside with the same footprint, offer a minimum range of 500 kilometres and will boast of all the latest technologies, said Chandra.
“Avinya is not only a concept but is our new identity, an identity which is here to challenge the status quo,” said Chandra.
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