First previewed as a concept in April 2022, the Tata Avinya is set to become a premium all-electric brand, spawning a family of cars and SUVs. Vivek Srivatsa, chief commercial officer of Tata Passenger Electric Mobility, confirmed this to Autocar India. The Avinya range will utilize Tata’s Gen 3 EV architecture, featuring a born-electric skateboard platform, with the first model expected to launch around late 2025.
“Avinya is not going to be a single model; it’s a brand, and we will spawn multiple products under that brand,” said Srivatsa in a recent interaction with Autocar India.
Premium Positioning and Product Range
The Avinya range will occupy the premium segment of Tata’s product portfolio. Srivatsa explained that while there might be some overlap with regular Tata EVs, the Avinya brand will not have strict price differentiation limits. The lineup will include various sizes and body styles, focusing primarily on SUVs and MPVs, aiming to cater to the high-end market.
Brand Structure and Manufacturing Plans
It remains unclear whether Tata and Avinya will function as independent brands, similar to Toyota and Lexus, or if Avinya will be a sub-brand within Tata Motors, akin to Maybach within Mercedes. The Avinya cars will be manufactured at Tata’s upcoming plant in Tamil Nadu, for which the company has committed an investment of Rs 9,000 crore. Located in Ranipet, this plant may also produce Jaguar Land Rover (JLR) EVs.
Collaboration with JLR and Use of EMA Architecture
Tata Avinya will leverage JLR’s modular EMA architecture, the foundation for all Avinya vehicles. Tata Motors will pay a royalty fee to JLR for using this platform, but the platform will be localized to keep costs competitive. The EMA platform, announced in 2021, is also set to underpin the next-generation Velar, Evoque, and Discovery Sport. Localizing this platform in India will allow JLR to benefit from the associated cost advantages.
Design Structure of Avinya
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