Tata Motors, India's leading electric car manufacturer, is preparing to launch its premium EV brand, Avinya, in 2026. The Avinya brand will encompass a range of high-end electric vehicles, all developed on JLR's EMA platform.
This strategic move aims to position Avinya above Tata's existing mainstream EV offerings, catering to the growing demand for luxury electric vehicles.
Planned Models Under Avinya
The Avinya brand is expected to introduce five distinct models, internally designated as P1, P2, P3, P4, and P5.
The inaugural model, P1, is based on the Avinya concept revealed in April 2022 and is slated for a 2026 release.
It is anticipated to be priced above ₹35 lakh, the P1 will be Tata Motors' most expensive vehicle to date, with an estimated annual production volume of 24,000 units.
Subsequent models include:
P2: A 4.4-meter SUV, comparable to the Kia EV3.
P3: A 4.9-meter utility vehicle, similar to the Volvo EM90 MPV.
P4: A lifestyle SUV akin to the Range Rover Sport or Velar, potentially debuting at the Bharat Mobility Global Expo in New Delhi.
P5: A full-size SUV with three rows of seats, resembling the Range Rover.
While P2 and P3 are still under consideration, development for P4 and P5 has progressed further. The complete Avinya lineup aims for a combined annual production volume of approximately 100,000 units by the end of the decade.
Manufacturing and Investment Plans
The P1 model will be manufactured at Tata Motors' Sanand facility, acquired from Ford India. Future models may be produced at a proposed facility in Tamil Nadu, though decisions regarding models beyond P1 are yet to be finalized.
Tata Motors has announced plans to invest USD 2 billion in its EV business over the next decade, with at least 10 EVs expected to launch by 2026.
This investment underscores the company's commitment to expanding its presence in the premium EV segment.
Competitive Landscape
The introduction of the Avinya brand comes amid increasing competition in the Indian EV market. Domestic rival Mahindra has generated buzz with its high-tech BE 6 and XEV 9e SUVs, built on the born-electric INGLO platform.
Additionally, Maruti Suzuki plans to enter the EV market with hatchback models in the coming years. Other automakers, including Hyundai, Kia, Toyota, and JSW MG Motor, are also targeting the mid-size SUV segment.
Despite these challenges, Tata Motors aims for EVs to constitute over 30% of its total sales by 2030-31, up from the current 12-15%.
In conclusion, Tata Motors' launch of the Avinya brand represents a strategic effort to strengthen its position in the premium electric vehicle market. By leveraging JLR's EMA architecture and introducing a diverse lineup of high-end EVs, Tata Motors is poised to meet the evolving demands of consumers and address the intensifying competition within the industry.
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