Chief commercial officer of Tata Passenger Electric Mobility Vivek Srivatsa tells Autocar India that the Tata Avinya, which was first shown as a concept in April 2022, will not be a single car but rather a premium all-electric brand that will give rise to an entire family of cars and SUVs. The initial model of the Avinya family of automobiles, which will be built on Tata’s Gen 3 EV architecture and have a born-electric skateboard platform, is anticipated to go on sale in late 2025.
Tata Avinya is going to be a high-end electric brand
In a recent interview, Srivatsa stated, “Avinya is not going to be a single model; it’s a brand, and we will spawn multiple products under that brand.”
Srivatsa explained that the entire Avinya range will be at the top of product range, adding, “There is no hard ceiling for Tata Motors now, and no hard and fast price differentiation.” When it comes to positioning, there will be some overlap with ordinary EVs. The Avinya series will mostly consist of SUVs and MPVs, with a variety of sizes and body types. It is not yet apparent, though, whether Tata and Avinya will function as stand-alone brands, similar to Toyota and Lexus, or as a division of he company, similarly to Maybach’s integration into Mercedes.
The Company recently committed an investment of Rs 9,000 crore for the construction of a new facility in Tamil Nadu, where the Avinya series of automobiles will be manufactured. The plant is expected to be built in Ranipet, and rumours have it that the company may use it to manufacture EVs for Jaguar Land Rover as well.
