Tata Motors unveils new brand identity for EV segment 

Tata Motors EV brand identity: Tata Motors, optimistic about the prospects of green mobility, has introduced a fresh brand identity for its electric vehicle (EV) business. The move comes as the company prepares to launch 10 new battery-electric vehicles by 2026. With the growing popularity of EVs due to heightened consumer demand and a strong product lineup, Tata Passenger Electric Mobility, a subsidiary of Tata Motors, has stated that customers now expect a holistic experience encompassing the brand, the product, and the ownership journey. To address this, the company has unveiled its new brand identity, TATA.ev, signalling its commitment to transitioning towards an electric future and providing distinct and meaningful experiences for its customers.

According to Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility, this marks a new era for the automaker. "Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions," he said.

Market share 

Tata Motors currently holds a dominant market share of over 70 per cent in the four-wheeler EV segment. The company seeks to offer not only innovative products but also services that deliver unique and valuable consumer experiences. The newly established brand personality is described as humane, honest, invigorating, and conversational, appealing to those interested in making a positive impact on the world.

"Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational—a rallying point for those curious about having a better impact on the world," Srivatsa stated.

EV ambitions 

As a subsidiary of Tata Motors with TPG Rise Climate as an investor, Tata Passenger Electric Mobility is planning to invest $2 billion (approximately Rs 16,529.41 crore) by 2026 to introduce 10 new electric vehicles, create a specialised BEV architecture, localise the production of essential components, and develop advanced automotive and battery technologies. The company also aims to support the development of a widespread charging infrastructure and other related facilities to accelerate EV adoption in India.

Tata Motors envisions electric vehicles accounting for 50 per cent of its passenger vehicle sales by 2030. In the current year, the company has a target of selling around 1 lakh EVs. The company's existing EV portfolio includes models like the Nexon EV, Tiago EV, Tigor EV, and the XPRES-T EV.