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Avinya EVs to feature global level of design and engineering finesse and could pave way for the brand’s entry into key global EV markets
It has been eight years since Tata Motors entered India’s electric car market, and over this period, the company has firmly established itself as the segment’s leading player. As it looks for the next phase of growth, Tata Motors will not only expand its existing EV portfolio but also move into a higher-end segment with a new electric sub-brand called Avinya.
The current crop of EVs, marketed under Tata Passenger Electric Mobility (TPEM)’s Tata.ev brand, are all models derived from ICE vehicles. That will continue being the strategy for this portfolio moving forward.
In a higher segment, Tata Motors Passenger Vehicles (TMPV) will introduce a new generation of electric cars designed from the ground up and developed on an EV-only platform. Save for some potential hints in the design, such as the shape of the DRLs forming a “T,” these EVs will have no references to the Tata brand and carry an identity of their own – Avinya.
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Originally, Tata Motors planned to develop the Avinya EVs on Land Rover’s upcoming EMA platform and had an agreement with JLR to manufacture Land Rover EVs based on the same platform alongside them in India. JLR later backed out of that deal, and without those additional volumes, building Avinya EVs on the EMA platform no longer seems to be feasible, which is why Tata Motors had to postpone the roll out of the upcoming brand’s first model.
Tata Motors has not revealed whether it is still sticking to EMA or will develop a new platform, but it is certain that the platform will have a skateboard design. Even if it sticks to EMA, it won’t be leveraging the platform to its full extent. Land Rover is planning an 800-volt electric architecture for EMA platform-based EVs, while Tata Motors had said in 2022 that it was looking at 300 to 400 volts for Avinya EVs.
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The first Avinya EV will be the production version of the Avinya concept showcased in 2022. Reports suggest it will feature a sporty hatchback body with a low and wide stance and may incorporate some attributes of an SUV and an MPV. Tata Motors plans to make the first Avinya electric car at its Sanand plant and could price it well over 30 lakh rupees (ex-showroom) when it launches it at the end this year.
The second Avinya electric car will be the production version of the Avinya X concept, an SUV-coupe showcased at Auto Expo 2025. No details about this model are available at this point, but there’s no doubt that the Avinya X concept was far closer to production than the Avinya concept. Tata Motors may launch it a year after the first Avinya EV.
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