Avinya to mark Tata's entry into premium EV segment
What's the story
Tata Motors has announced plans to launch its premium Avinya brand in 2026. The company will introduce its first electric vehicle (EV) SUV under this new badge toward the end of the year. The production-ready model will be based on a concept showcased at the 2025 Bharat Mobility Expo. Avinya will be spun off into a separate brand with dedicated showrooms and touchpoints, distinct from existing Tata and Tata.ev facilities.
Business strategy
Avinya brand to adopt 'phygital' model
Tata Motors is exploring a "phygital" model for its Avinya chain, blending online and offline experiences. The company has already separated its internal combustion engine (ICE) and EV ranges into different facilities with unique design and service centers. A similar approach is expected for Avinya, but with smaller showrooms in premium locations, mainly targeting tier-1 and tier-2 cities.
Market positioning
Avinya brand to target higher-margin, lower-volume segments
The Avinya brand will be positioned above the Harrier EV model, targeting higher-margin, lower-volume segments. These are currently populated by brands like Skoda, Toyota, BYD, and Volkswagen. Hyundai, Kia, and Honda will also enter this space in the next two years. Tata's ambitious move to enter a new market segment is backed by its well-established hierarchy, access to Land Rover (and Jaguar's) experience, and global aspirations in the automotive industry.
Product launch
Avinya brand to debut with X SUV
The first model from the Avinya range will be the X SUV, which was unveiled at the 2025 Bharat Mobility Expo. The production-ready version is likely to retain its coupe SUV design, pop-out door handles, and wrap-around tail lamps. While the brand is expected to be EV-only initially, there are speculations that ICE models could follow within a few months of the EV range's launch.