Tata to ‘gadgetize’ EVs in PV folio shift
Tata Motors, the country’s leading electric passenger vehicle company, is beginning to revamp its passenger vehicle line-up, including EVs, to stay competitive in a market where new launches from automakers are increasing choices for younger, aspirational Indian buyers. As the company scales up its EV production, it can localize further, and enhance cost structures. It has relaunched the Nexon, India’s largest selling electric car, and its IC-engine version at a starting price of ₹14.74 lakh and ₹8.09 lakh ex-showroom, respectively.
It sells 14,000-15,000 units of Nexon each month (though sales dipped recently with earlier generation being phased out), making it one of the most popular SUVs. The carmaker also established a fresh identity, Tata.ev, to create dedicated EV storefronts, and introduce a distinct marketing strategy for electric vehicles. “Gradually, we will be progressing towards exclusive EV-only retail outlets, starting with cities where penetration is at a level to make the model viable.
We will start with a few stores to learn the implication of the separation, before progressing slightly faster. So, we have a phased approach with this transition and you will see the new retail outlets over the next few quarters," Shailesh Chandra, managing director, Tata Passenger Electric Mobility and Tata Motors Passenger Vehicles, said. “Eventually we will need to separate the two (EV and ICE) because we will have a portfolio of 10 electric vehicles and a lot more demand as well.
After two years, the majority of EVs will be sold through exclusive outlets ," Chandra added. “We feel the customers for EV and ICE are completely different. When our existing EVs transition to mid-life enhancements, they will see a lot more
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