Tata's Plan to Transform EVs in PV Lineup

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【Summary】Tata Motors is revamping its passenger vehicle lineup, including EVs, to stay competitive in the market. The company has relaunched the Nexon, India's largest selling electric car, and established a dedicated EV storefront. They plan to gradually transition to exclusive EV-only retail outlets as they expand their portfolio of 10 electric vehicles. The EV versions will feature more advanced features and a futuristic design.

FutureCar Staff    Sep 14, 2023 11:16 PM PT
Tata's Plan to Transform EVs in PV Lineup

Tata Motors, the leading electric passenger vehicle company in India, is taking steps to revamp its passenger vehicle line-up, including electric vehicles (EVs), in order to remain competitive in a market where automakers are constantly launching new options for younger, aspiring Indian buyers.

As the company increases its EV production, it will be able to localize further and improve cost structures. One of its most popular electric cars, the Nexon, has been relaunched, along with its internal combustion engine (ICE) version. The starting prices for the Nexon EV and ICE are ₹14.74 lakh and ₹8.09 lakh ex-showroom, respectively. Despite a recent dip in sales due to the phase-out of the earlier generation, Tata Motors still sells around 14,000-15,000 units of the Nexon each month, making it one of the most popular SUVs in India.

Tata Motors has also created a dedicated EV storefront called Tata.ev and implemented a distinct marketing strategy for electric vehicles. The company plans to gradually establish exclusive EV-only retail outlets, starting in cities where the market penetration is sufficient to make the model economically viable. This transition will be phased, with a few stores being opened initially to learn the implications before progressing at a faster pace. The new retail outlets will be seen over the next few quarters, according to Shailesh Chandra, the managing director of Tata Passenger Electric Mobility and Tata Motors Passenger Vehicles.

Chandra added that in the future, the company will need to separate the EV and ICE segments because they cater to different customers. Tata Motors plans to have a portfolio of 10 electric vehicles within two years, and the majority of these EVs will be sold through exclusive outlets. The company believes that customers in the EV segment are looking for a seamless, connected experience and consider their cars as part of their gadget universe. As Tata Motors enhances its existing EVs, they will incorporate more gadgetization and advanced features.

Currently, EVs account for 13-15% of Tata Motors' passenger vehicle sales and contribute to 18-20% of its revenue. The company sells approximately 6,500 EV units per month. In addition to the Nexon, both the Harrier and Safari models will receive mid-cycle refreshes. The Harrier SUV, which competes with Mahindra's XUV700, is currently available only in a diesel version. However, Tata Motors is planning to introduce petrol variants in the future. For now, the focus is on the mid-cycle enhancements for the entire portfolio, starting with the Nexon. Tata Motors is also setting up a manufacturing unit for the 1.5-litre GDI petrol engine for the Harrier and Safari models.

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