As Tata Motors focuses on green mobility, it unveils a new brand identity for its electric vehicle business

Tata Passenger Electric Mobility, which is getting ready to launch ten new battery electric vehicles by 2026, introduced a new brand identity on Tuesday in New Delhi. Customers want a distinctive experience across all touchpoints, from the brand to the vehicle and its ownership cycle, according to a statement from Tata Passenger Electric Mobility, a division of Tata Motors, as the EV offering expands as a result of soaring consumer demand and a strong, thriving product selection.

TATA.ev, the company’s new brand identity for its electric business, is the first step in offering customers distinctive and meaningful experiences as part of a group effort to transition to an electric future, it was said.

According to Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy for Tata Passenger Electric Mobility, the manufacturer is entering a new era with TATA.ev.

He stated, “Our commitment to accelerating the adoption of clean energy mobility solutions underlies our new corporate identity for electric vehicles.

The manufacturer plans to achieve a good shift in the automobile industry with a focus on sustainability, community, and technology and a market share of over 70% in the four-wheeler EV class, he added.

The goal of both the goods and the services is to give customers engaging, highly distinctive experiences. According to Srivatsa, the brand personality is humanistic, honest, energizing, and conversational. It serves as a rallying point for those who are interested in making a positive difference in the world.

A subsidiary of Tata Motors with TPG Rise Climate as an investor, Tata Passenger Electric Mobility Ltd., plans to invest USD 2 billion by 2026 to launch ten new electric vehicles, develop advanced automotive and battery technologies, support domestic production of key components, and build a dedicated BEV architecture.

In order to assist swift EV adoption in India, it also aims to catalyze the development of a significant charging infrastructure as well as other infrastructure growth. By 2030, Tata Motors anticipates that sales of its passenger vehicles will be composed primarily of electric vehicles. This year, the company hopes to sell about 1 lakh EVs.

The Nexon EV line, Tiago EV, Tigor EV, and XPRES-T EV make up the company’s current lineup of electric vehicles.