Product details

Tata Motors Limited (TML) had built a strong presence offering quality products including a wide range of commercial and passenger vehicles (PVs) by connecting customer aspirations with innovative mobility solutions and became one of India's biggest automobile manufacturing companies. Until 2008, TML had been the market leader in the PVs segment but was replaced by archrival Maruti Suzuki. Post-phased turnaround in 2018, TML began to look at the nascent passenger electric vehicles (EVs) market and emerged as the market leader amassing 85.4% market share in FY22. To enable the e-Mobility ecosystem and focus on the EV business, TML established Tata uniEVerse and Tata Passenger Electric Mobility Ltd (TPEM). Tata UniEVerse was intended to make it easier for consumers to adopt EVs, and TPEM to expand the EV brand portfolio. To provide multiple options and accelerate the market growth faster, the company planned to offer 10 EVs between 2025 and 2027. To convert non-believers and fence-sitters and to have a direct connection with customers, TML launched a new brand identity Tata.ev and even reduced the prices of its EVs by USD1,450. Would TML's strategy to provide brand experience stimulate more EV adoptions and help the company stay ahead of its competition?