Product strategy helps Tata Motors to have an edge in ePV space, two new EVs to hit market this year
The Hindu
Tata Motors leads the electric vehicle market in India with a diverse and successful lineup, driving industry growth.
While many automobile companies are still banking on transitionary technologies like hybrid and CNG and waiting for the market to mature for electric vehicles (EVs), efforts by Tata Motors to promote electric mobility through a well-crafted product strategy has paid off, making it the leader in the four-wheeler electric Passenger Vehicles (ePV) segment in the country.
The company started off with EVs based on its ICE offerings, maintaining a familiar bodyshell for customers while providing a truly differentiated experience on the inside.
Thus, the Nexon.ev was born. At that time, the Nexon nameplate was a successful product and familiar to customers.
Prior to that, TATA.ev as the electric portfolio is called, had already gained insights through the conversion of the Tigor.ev for the EESL order in 2017. And this experience, along with extensive research and development, made the Nexon.ev the highest selling passenger EV in the country.
To bring EV prices further down, the company introduced Tiago.ev which was crucial in democratising electric mobility, with its hatchback body style at a price of ₹7.99 lakh.
As the EV category matured, TATA.ev saw the confidence in the market to bring in its first pure EV, the Punch.ev, in early 2024. The Punch.ev is based on the advanced made in India Pure EV architecture, acti.ev (advanced connected tech-intelligent electric vehicle).
The acti.ev is a modular and scalable pure electric architecture, which enables multiple new product delivering energy efficiency, range, superior performance and interior package.
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