Tata's Vivek Srivatsa revealed that the Tata Avinya, initially showcased as a concept in April 2022, is not just a single vehicle but will evolve into a premium electric brand encompassing a range of cars and SUVs. Srivatsa, Tata Passenger Electric Mobility's chief commercial officer, confirmed this to Autocar India, highlighting that the Avinya lineup will utilize Tata's Gen 3 EV architecture, featuring a dedicated electric platform. The first model from the Avinya brand is expected to debut around late 2025.
Avinya isn't confined to a single model; it's a comprehensive brand strategy. Srivatsa emphasized that the Avinya range will occupy the higher end of Tata's product lineup. While there might be some overlap with Tata's existing EVs in terms of pricing, there's no strict pricing boundary. The Avinya series will offer a diverse range of sizes and body styles, primarily focusing on SUVs and MPVs.
It's currently uncertain whether Tata and Avinya will operate as separate entities, akin to Toyota and Lexus, or if Avinya will function as a sub-brand within Tata Motors, similar to Maybach under Mercedes-Benz.
Production of the Avinya range will take place at Tata's new facility in Tamil Nadu, with an investment commitment of Rs 9,000 crore. This facility, expected to be located in Ranipet, could potentially also manufacture Jaguar Land Rover EVs.
The Avinya lineup will utilize JLR's modular EMA architecture, as announced last November. Tata Motors will pay a royalty fee to JLR for using this platform, but efforts will be made to localize production to ensure competitive costs. The EMA platform, which will also underpin the next-generation Velar, Evoque, and Discovery Sport, presents an opportunity for cost benefits through localization in India.
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