At a global media event on April 29, 2022, Tata Motors unveiled their new EV concept, the Avinya. Since then, the Avinya has wowed crowds at the Auto Expo 2023. Originally, speculated to be a single model, Vivek Srivatsa, the Chief Commercial Officer of Tata Passenger Electric Mobility, recently revealed that the Avinya will actually be a whole family of EVs spanning multiple segments.
Built on Tata’s Gen-3 EV Architecture, the Avinya will be a new premium brand under Tata’s electric passenger vehicle operations. It will use the company’s born electric skateboard platform, with the first model expected to launch around 2025.
According to Vivek Srivatsa, the Avinya lineup will feature high end models that will sit between the Tata.ev and the JLR EV range, which includes both SUVs and MPVs. There might even be full-sized sedans in the squad. The speculation around sedans co-exists from Tata’s E-Vision Concept, introduced at the Geneva International Show in 2018. The E-Vision was supposed to be Tata’s first premium electric full-sized sedan, targeting the niche Indian market with a price tag ranging between Rs 25-30 Lakhs.
Now, with the announcement that Avinya is more than just a model but a lineup of EV’s, the E-Vision is once again a hot gossip in the Indian automotive industry.
The Avinya range will include several new EV models, but there’s still some uncertainty about whether Tata’s upcoming niche models based on the Acti.ev platform, such as the Harrier.ev, Safari.ev, and Sierra.ev, will be part of this lineup. It’s also unclear whether, Avinya will operate as a sub brand of Tata or as a completely independent identity, similar to how Toyota and Lexus operate.
The Avinya series is expected to share its underpinnings with JLR’s modular EMA architecture. Tata Motors will pay a competitive royalty to JLR for localizing these cars. Manufacturing is likely to take place at Tata’s upcoming Tamil Nadu plant, which has seen an investment of Rs 9,000 Cr. As per the sources, the Avinya brand will also target international markets, that will help Tata Motors to compete on a global scale.
