Tata Motors reveals new brand identity for electric car and SUV business

Tata Passenger Electric Mobility, a subsidiary of Tata Motors, today launched its new brand identity – TATA.ev – for the electric vehicle business. This new identity is aligned to Tata Motors' commitment on sustainability and pioneering innovation as well as Tata Group’s focus towards community development.

As per the company, 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.

Commenting on the new brand identity, Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility said: “We are entering a new era with TATA.ev. Our new brand identity for EVs 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.”

Sustainability is at the core of the new brand identity for Tata Motors' EV business. 

The new brand identity, developed with Landor & Fitch, aims to reflect the brand platform ‘Move with Meaning’ with sustainability at its core. As per Tata Motors, all design decisions are purposeful and deliberate in the same spirit as the brand strategy. The visual design embodies 'Move with Meaning' and is accessible, open, and environmentally friendly.

Tata Motors’ logo for its .ev brand has the ‘ev’ wordmark enclosed within a circle that stylistically begins and ends with the dot mark. The company says that this signifies the environmental-friendly circular ecosystem that it is progressing towards. It adds that all the new marketing collateral has been designed keeping an eco-friendly approach in mind. Thus, print materials are designed on a white background, which reduces ink usage, whereas digital collaterals use a dark-mode style and are designed on a black base, thereby reducing battery consumption. The latter are also designed with a low file size for quick and efficient downloads. While these, individually, might appear to be small steps, collectively they do add up. There are a growing number of brands worldwide which are now focusing on these elements.

In a market-leading position 

Tata Motors, which currently has a commanding market share of over 70% in the four-wheeler EV segment, recently crossed the milestone of selling 100,000 Tata EVs in the domestic market. In the January-July 2023 period, the company, which has the biggest electric car and SUV portfolio comprising the Nexon EV, Tigor EV, Tiago EV and the Xpres-T (for fleet buyers), has sold 34,908 units, which gives it a 76% market share and YoY growth of 104 percent. A year ago, in January-July 2022, it had sold an estimated 17,114 EVs. Its market share used to be in excess of 80% but has now reduced due to the expanding market which now has wider product choice from rivals.

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