Tata Avinya

Tata Motors is gearing up for an aggressive push to increase its market share by 4-6% over the next 2-3 years. Currently holding around 14% of the market, Tata’s ambitious plan involves launching several new models across both internal combustion engine (ICE) and electric vehicle (EV) segments.

This strategic move is expected to play a crucial role in boosting their market presence. Let’s dive into the details of Tata Motors’ upcoming releases and plans.

Tata Motors’ Strategic Push: New Models on the Horizon

Tata Curvv: A Game Changer in Compact SUVs

One of the most anticipated launches from Tata Motors is the Curvv, which will be available in both ICE and EV formats. The Curvv is expected to debut during FY24-25, with the EV and diesel variants leading the charge, followed by a petrol version later.


The ICE version of the Curvv is set to challenge popular compact SUVs like the Hyundai Creta, Kia Seltos, Maruti Grand Vitara, Toyota Hyryder, Honda Elevate, Skoda Kushaq, and Volkswagen Taigun. On the other hand, the Curvv EV will compete against upcoming models like the Creta EV, Maruti eVX, and Toyota’s rebadged version of eVX.

Tata Curvv and Nexon CNG: Spied Testing Together

In recent sightings, the Curvv and Nexon CNG were spied testing together, indicating Tata’s comprehensive approach to expanding its model lineup. The Curvv’s blend of modern design and advanced features is expected to make it a strong contender in the compact SUV segment.

Tata Harrier EV: Redefining the Mid-Size SUV Market

Harrier’s New Powertrains: Petrol and EV Versions

Tata Motors is also set to revolutionize the mid-size SUV segment with the upcoming petrol and EV versions of the Harrier. Currently available with a 2.0-litre diesel engine, the Harrier generates 170 PS and 350 Nm, offering both 6-speed MT and 6-speed AT transmission choices. The new versions are expected to launch by the financial year ending March 31, 2025.

Harrier EV: Advanced Acti-EV Architecture

The Harrier EV will be underpinned by the new Acti-EV architecture, already in use with the Punch EV. Spied testing in Pune, the Harrier EV is expected to feature a 60-kWh battery pack, providing a range of around 500 km. It will also boast a dual-motor setup and an AWD system, making it a formidable rival to the upcoming electric version of the Mahindra XUV700, which will be marketed as the XUV.e8.

Tata Sierra EV: A Nostalgic Revival

Design Patents and Dual-Motor Setup

Similar to the Harrier EV, the Sierra EV is expected to feature a dual-motor setup and an electric all-wheel-drive system. Tata Motors has already filed a design patent for the Sierra EV, borrowing several design elements from the original ICE Sierra, which was in production from 1991 to 2003. An ICE powertrain might be introduced for the new Sierra at a later stage, catering to a broader audience.

Tata Avinya: The Flagship EV Brand

Entry into the Premium EV Segment

Tata Motors’ flagship EV brand, Avinya, is set to make a significant impact by entering the premium EV segment. Built on JLR’s EMA platform, the Avinya will spawn multiple new electric cars, each offering a range of more than 300 km and a comprehensive suite of premium features. This strategic move aims to position Tata Motors as a leader in the burgeoning EV market.

Tata Safari EV: Continued Testing and Development

Expanding the EV Portfolio

The Tata Safari EV continues to undergo rigorous testing as part of Tata’s strategy to expand its EV portfolio. This model is expected to bring the trusted Safari name into the electric era, appealing to a loyal customer base and new EV enthusiasts alike.

EV-Exclusive Showrooms and Charging Network Expansion

Enhancing Customer Experience

To support its growing lineup of electric vehicles, Tata Motors is focusing on enhancing the customer experience by expanding its network of EV-exclusive showrooms and charging stations. Over the next couple of years, more than 50 EV-exclusive showrooms will be launched, a significant increase from the current two.

Charging Infrastructure: From 10,000 to 1 Lakh Stations

Tata’s charging network is set to witness a major expansion. Currently, the company operates around 10,000 charging stations, but this number is expected to skyrocket to 1 lakh by FY30. This expansion is crucial to supporting the increasing number of Tata EVs on the road and ensuring a seamless ownership experience for customers.

Tata Motors’ Comprehensive Strategy for Market Share Growth

Diverse Model Lineup

Tata Motors’ comprehensive strategy involves launching a diverse range of models across different segments. By offering vehicles in both ICE and EV formats, Tata aims to cater to a broad audience, ensuring that there is a Tata vehicle for every type of customer.

Innovation and Advanced Features

Innovation and advanced features are at the heart of Tata Motors’ new model lineup. From the advanced Acti-EV architecture used in the Harrier EV to the premium features offered by the Avinya, Tata is pushing the envelope in terms of technology and customer satisfaction.

Competitive Pricing and Value Proposition

Another key aspect of Tata Motors’ strategy is competitive pricing and a strong value proposition. By offering feature-rich vehicles at attractive price points, Tata aims to capture the attention of price-sensitive customers while providing excellent value for money.

Strong After-Sales Service and Support

To complement its product offerings, Tata Motors is also focusing on strengthening its after-sales service and support. This includes expanding service centers, improving service quality, and ensuring that spare parts are readily available. A robust after-sales network is crucial to building customer trust and loyalty.

Future Prospects: Tata Motors’ Vision for the Next Decade

Commitment to Sustainability

Tata Motors is committed to sustainability, as evidenced by its aggressive push towards electric vehicles. By reducing its carbon footprint and promoting green mobility, Tata is playing a significant role in shaping a sustainable future for the automotive industry.

Leveraging Technology and Innovation

Leveraging technology and innovation is a core part of Tata Motors’ vision. From advanced battery technologies to autonomous driving capabilities, Tata is investing heavily in research and development to stay ahead of the curve and deliver cutting-edge vehicles to its customers.

Strategic Partnerships and Collaborations

Strategic partnerships and collaborations are also on the horizon for Tata Motors. By teaming up with technology companies, component manufacturers, and other stakeholders, Tata aims to enhance its capabilities and accelerate its growth in the competitive automotive market.

Conclusion: A Bold New Era for Tata Motors

Tata Motors is embarking on a bold new era with its aggressive plans to increase market share and expand its model lineup across ICE and EV segments. With exciting new launches like the Curvv, Harrier EV, Sierra EV, and Avinya, Tata is well-positioned to capture a larger share of the market and solidify its reputation as a leader in the automotive industry. The focus on innovation, sustainability, and customer experience will undoubtedly drive Tata Motors towards achieving its ambitious goals and shaping the future of mobility in India and beyond.

Rush Lane

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