TATA AVINYA NEW PREMIUM EV BRAND TO LAUNCH MULTIPLE MODELS

Author: Showroomex Studio Publishing Date : 10/06/2024

Brand Launch

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Multiple Models

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First Concept

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Platform

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First Model Release

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Market Positioning

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Production Plant

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JLR’s EMA Architecture

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Potential Brand Structure

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Royalty and Localization

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TATA AVINYA NEW PREMIUM EV BRAND TO LAUNCH MULTIPLE MODELS

Brand Launch

Tata's Avinya is set to become a premium all-electric brand, not just a single model.

Multiple Models

The Avinya brand will include a range of cars, primarily SUVs and MPVs.

First Concept

The Tata Avinya was first previewed as a concept in April 2022.

Platform

The Avinya range will be based on Tata’s Gen 3 EV architecture, featuring a born-electric skateboard platform.

First Model Release

The first model from the Avinya brand is expected around late 2025.

Market Positioning

The Avinya range will sit at the higher end of Tata’s product portfolio, with no strict price differentiation.

Production Plant

The cars will be built at Tata’s new plant in Tamil Nadu, with an investment of Rs 9,000 crore.

JLR’s EMA Architecture

Avinya cars will use Jaguar Land Rover’s modular EMA architecture, which will be localized to keep costs competitive.

Potential Brand Structure

It is yet to be clarified if Avinya will operate as an independent brand or as a sub-brand within Tata Motors.

Royalty and Localization

Tata will pay a royalty fee to JLR for using the EMA platform, which will also benefit from cost advantages due to local production.