Tata Motors jo India ki largest electric carmaker hai, wo apne EV portfolio ko expand karne ki planning kar rahi hai competition ke badhte hue challenges ke beech, aur yeh strategy USD 1 billion se zyada ka investment involve kar sakti hai. According to Autocar Professional, company apna high-end brand, Avinya ko 2026 mein launch karne wali hai, jo apne existing mainstream portfolio ke upper position kiya jayega. Avinya brand ke under, yeh homegrown automaker multiple models introduce karega jo JLR ke EMA architecture par develop kiye jayenge.
Launch timeline and details for Tata Avinya EVs
Sources ke according jo is matter se familiar hain, Tata Motors abhi 5 products par discussion kar raha hai, jo internally P1, P2, P3, P4 aur P5 ke name se donated hain.
P1 pehla Avinya model hoga Jo Avinya concept April 2022 mein showcase kiya gaya tha, yeh uspar based hogi and the good news is ab yeh EV final development stage mein hai aur 2026 tak showrooms mein aa jayegi. Company ko lagta hai ki iska volume potential lagbhag 24,000 units per year ho sakta hai. Sources ka kehna hai ki P1 ka price Rs 35 lakh se upar ho sakta hai, jo isse Tata Motors ka most expensive vehicle banayega, kam se kam jab tak aur zyada premium models nahi aate.
Aur models ki baat karein toh, P2 aur P3 ko abhi tak business case clear nahi kara hai (Or we can say that till now the company has not taken any decision on these models). Ab tak humein sirf itna pata hai ki Tata ne P2 ko ek 4.4-metre SUV ke roop mein socha hai, jo Kia EV3 ke similar hoga, aur P3 ko 4.9-metre utility vehicle, jaise Volvo EM90 MPV, ke body style mein plan kiya gaya hai.
P2 aur P3 ke comparison mein, company ne P4 aur P5 models par zyada progress kiya hai. P4 ek lifestyle SUV hai jo Range Rover Sport or Velar ke size ke similar hai, aur P5 ek full-size Range Rover hogi jisme 3 rows of seats offer kiye jayenge.
Tata motors ki strategy EMA architecture ko use karne ki hai aur unka target hai ki ek combined volume potential around 1 lakh units per annum ho, By which avinya portfolio iss decade ke end tak launch ho jayega.
Tata Avinya: Production Plans, Investment Strategy, and Competition in the EV Market
Avinya range ka first model, P1, company ke Sanand facility Gujrat mein manufacture kiya jayega, jo Tata motors ne Ford India se acquire kiya tha. Baaki models maybe Tata Motors ke proposed facility Tamil Nadu mein manufacture kiye jayenge. but according to sources P1 ke baad ke models par decisions abhi tak finalize nahi huye hain.
other executives, jaise ki chief financial officer PB Balaji se lekar Tata Passenger Electric Mobility ke chief commercial officer Vivek Srivatsa tak, ne kaha hai ki Avinya not just a single offering model yeh ek product family hai. Jabki Avinya brand ke go-to-market strategy abhi development phase mein hai, expected low volumes ko dekhte hue, company apne existing dealers ko use kar sakti hai in vehicles ko customers ko cater or model offering karne ke liye.
Tata Motors ne apne EV business mein next 10 years mein USD 2 billion invest karne ka plan announce kiya hai, aur 2026 tak at least 10 EVs launch hona expected hai. Company is saal Harrier EV aur Sierra EV launch karegi jo premium segment mein company ki presence ko strong karega.
But, competition abhi bhi kaafi intense tezi se badh raha hai. Tata Motors ke domestic rival, Mahindra, ne market ko disrupt kiya hai apni high-tech BE 6 aur XEV 9e SUVs ke saath, which is based on Mahindra's newly in house born electric platform. Whereas competitors new models introduce kar rahe hain, Tata Motors ka EV market share recently 50 percent se neeche gaya hai. and not just that, company ko entry level par Maruti Suzuki se bhi tough competition milega, because Japanese-Indian automaker apne portfolio mein hatchback EVs ko next few years mein launch karne ka plan bana raha hai. Automakers jaise Hyundai, Mahindra, Kia, Toyota, aur JSW MG Motor bhi mid-size SUV market ko target kar rahe hain.
Tata Motors ne Indian passenger vehicle EV market ko transform karne mein ek leading role play kiya hai. However experts ka kehna hai ki EVs next 10 years mein overall passenger vehicle market sales ka 20 percent Electric vehicles se aaega, By 2030-31, Tata Motors expects EV sales to exceed 30% of overall sales. As of now, Tata motors ki total sales ka 12-15 percent sales come from EVs .
Tata motors announces avinya as its Independent luxury brand
Jab Avinya products next year launch honge, tab avinya ko Tata Motors se seprate ek brand ke roop mein Introduce kiya jayega. Bharat Mobility Global Expo mein Autocar India se baat karte hue, Tata Motors ke Global Design ke head Martin Uhlarik ne kaha, “Avinya ek sub-brand nahi hai; main ise aisa nahi keh sakta. Yeh ek naya brand hai jo Tata Motors ke upar aur Land Rover ke neeche aayega.” Asal mein, Tata Motors apne liye ek luxury brand banane ki koshish kar raha hai, jaise Lexus Toyota ke liye ya Genesis Hyundai ke liye. Aur sabse acchi baat yeh hai ki Avinya products poori tarah electric honge, isliye inki brand positioning kuch aisi hogi jaise Jaguar JLR ke liye: all-electric aur luxury. Yeh sach mein ek exciting safar hoga.
There is no Tata Motors logo
Avinya cars par Tata Motors ka logo nahi hoga; but Uhlarik ne yeh zarur kaha ki elongated ‘T’ DRL signature hai, jo har model par hoga, "company ke jahan se aayi hai, uske liye ek tareeke ka homage hoga". Avinya X concept mein yeh front, rear, aur dashboard ke across diya gaya tha. English translation below
“a kind of homage to where the company has come from”.
And not just that Uhlarik says Tata Motors apne electric models ke liye ek separate sales network develop karega, similar to the Tata.ev, toh yeh kehna zaruri nahi ki Avinya ka bhi apna alag sales aur service network hoga. Isse independent network banane ka ek aur reason yeh bhi hai ki Avinya models Tata Motors ki technology ka use nahi karengi – which was the earlier plan from Tata motors – rather yeh JLR ke EMA (Electric moduler architecture) platform par based hongi.
JLR architecture par move karne se timelines mein zyada changes nahi hue aur design work mein koi hurdles nahi aaye, yeh Uhlarik ne kaha. "Sab kuch kaafi normal raha hai. however woh internal ho, group ka partner ho, ya outside ho, design process par zyada farq nahi padta." Isliye, so the first production Avinya car – jo 2022 mein showcase ki gayi Avinya concept par based hai – already ready hai aur next year launch ke liye ready hai, whereas Avinya X ke production model par work bhi full swing mein chal raha hai. Jo concept dikhaya gaya hai, woh 'production model se kaafi similar' hai, the design of the car is very similar to the production model Uhlarik ne kaha.
while work on the production model of the Avinya X is also well underway. The concept shown is ‘very close to production’, says Uhlarik.
Tata Motors will debut luxury EV brand Avinya with a Sportback
Tata Motors, jo ki SUV ke trend ko follow nahi kar raha hai, apne Avinya luxury electric brand ko ek Sportback ke saath launch karega, aur uske baad ek SUV launch karega. Auto Expo 2025 mein Autocar India se baat karte hue, Tata Motors ke Global Design ke head Martin Uhlarik ne kaha, “Jo Avinya concept humne do saal pehle dikhaya tha, wo ek manifesto tha, but yeh first product hoga jo launch ke liye ready hai aur wo ek Sportback hoga – 5-door, bahut low aur bahut dynamic.”
“The Avinya concept we showcased two years ago is a manifesto, but it will be the first product to launch and will be a Sportback – a 5-door, very low and very dynamic.”
The description closely aligns with the original concept, aur Uhlarik ne yeh bhi kaha ki Sportback ke "design department mein finish ho gaya hai, aur car next year launch ke liye schedule hai." Uhlarik ne ise 'real brand builder' bhi kaha, jo yeh define karta hai ki Tata Motors ka focus apne first product se hi consumers ka attraction gain karne ka hai aur apne newly luxury electric brand ka tone aur shape set karna hai. Jabki car ka body style somehow non-mainstream ho sakta hai, according to sources company ne production ka plan banaya hai jisme appreciable 24,000 units per annum ka target hai production trial run kiya jayega at the beginning.
Avinya luxury SUV is on the way
After the avinya Sportback, ek SUV aayegi jo Avinya X concept par based hogi, jo Auto Expo mein dikhayi gayi thi. Uhlarik ne isse ‘brand pillar’ kaha, jo somehow iske potential ko define karenga, because iska body style traditional SUV jaisa hai. According to autocar India yeh SUV abhi tak planned 5 Avinya models mein se top pe hogi, jisme 3-row version sabse top par hoga. Sabhi models, including Sportback aur SUV, JLR ke EMA platform par develop ki jayengi. Sources ke according, apart from 3 products, company 2 aur body styles par kaam kar rahi hai: ek small SUV jo approx. 4.4-metre long hogi aur ek bigger 4.9-metre luxury UV, jo Volvo EM90 MPV ke similar hogi.
News source: Autocar India