Indian automaker Tata Motors has just changed the brand identity of its electric vehicle business from Tata Passenger Electric Mobility to simply “Tata.ev”.
It must be noted that the new logo initially appeared on the popular Tiago EV’s bodywork. India Today also indicated that the brand will only cover the company’s passenger EVs, excluding the commercial models.
“We are entering a new era with Tata.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions. We intend to drive positive change in the automotive industry with the focus on sustainability, community, and technology. Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”
Vivek Srivatsa, Tata Motors’ Marketing, Sales and Service Strategy Head
New brand details
Tata Motors has yet to announce the exact schedule of the new logo’s actual launch. Nonetheless, we can expect it to feature in its EV models in the following few months.
As you can see, the new logo sports the iconic “Tata” trademark followed by an enclosed “.ev.” The automaker asserts that the orbit design symbolizes “a circular ecosystem that fosters human-environmen interaction.”
In addition, Tata also stated that this major change would aid the company in its sustainability efforts. It will significantly lower ink consumption as it only comprises a few letters and a black-and-white design.
“The new brand identity embodies the core philosophy of “Move with Meaning,” unifying the values of sustainability, community, and technology. It is the first step towards providing differentiated and meaningful experiences for customers in the form of a collective initiative to move towards an electric future that is better for the planet and its inhabitants.”
Tata Motors
Tata Motors’ presence in India
Tata Motors undoubtedly dominates the passenger electric vehicle market in India. It accounts for over 70% of the four-wheeler passenger EV segment, according to OverDrive.
Remarkably, India has also recently achieved the production milestone of 1 lakh electric vehicles.
As of now, the brand’s EV lineup only includes the Nexon EV Prime, Nexon EV Max, Tiago EV, and Tigor EV.
Future plans
Tata recently announced plans to launch four new EV models in the following months. The EVs in the pipeline include the Curv EV, Punch EV, and Harrier EV.
In hindsight, the automaker already introduced the Harrier EV at the recent Auto Expo 2023 in Greater Noida. Apart from that, it also presented the Curv EV Concept along with its conventional model counterpart.
It is also worth noting that the company aims to offer the Punch EV as India’s smallest electric SUV.
Moreover, Tata is set to debut the revamped Nexon EV on September 14. It is currently the brand’s top-selling model.
The company has already been testing the new facelifted version on public roads before its debut. Tata would not change the model’s powertrain but would significantly modify its exterior design. It will apparently get inspiration from the other models, Curv Concept EV and Harrier EV.
See Also:
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- Tata Motors leads in India EV sales with 2,426 units sold in January 2023
- Tata Motors unveils the New Tata Sierra: Available on Electric and Turbo-Petrol Versions
Tatat’s decision to simplify its logo demonstrates its efforts to promote sustainability in its operations. It can also potentially attract more interest from customers. Furthermore, it aligns with launching of four new electric models that would surely appeal to local buyers.
