When the Avinya products arrive next year, they will be marketed as a brand independent of Tata Motors. Speaking to Autocar India at the Bharat Mobility Global Expo, Martin Uhlarik, head of Global Design at Tata Motors, said, “Avinya is not a sub-brand; I wouldn’t call it that. It is a brand and will fit above Tata Motors and below Land Rover.” In effect, Tata Motors is creating a luxury brand for itself, like Lexus is for Toyota or Genesis is for Hyundai. Interestingly, Avinya products will be all-electric; thus, the brand positioning would be akin to what Jaguar will be to JLR: all-electric and luxury.
No Tata Motors Logo
The Avinya cars will not carry the Tata Motors logo; however, Uhlarik did say that the elongated ‘T’ DRL signature, which every model would bear, would be “a kind of homage to where the company has come from”. On the Avinya X concept, this was present at the front, rear, and across the dashboard.
With Tata Motors creating a separate network for its electric products, Tata.ev, it goes without saying that Avinya would also have a separate sales and service network. An additional factor for the creation of this independent network is that Avinya cars would not use Tata Motors’ tech – as was earlier the plan – but would be built on JLR’s EMA platform, as we had reported.
The move to JLR architecture has not significantly altered timelines or created any hindrance to design work, says Uhlarik. “It’s been pretty much normal. Whether it’s internal, a partner in the group, or outside, it does not make much of a difference to the design process.” As such, the first production Avinya car to arrive – based on the first Avinya concept showcased in 2022 – is already ready and will be launched next year, while work on the production model of the Avinya X is also well underway. The concept shown is ‘very close to production’, says Uhlarik.