EXCLUSIVE: Tata Motors eyes 4-5 premium models under Avinya brand with $1 billion investment

Amid growing competition, Tata Motors, India’s largest electric carmaker, plans to double down on its EV portfolio expansion in coming years, and this could entail an investment of over $1 billion.

Autocar Professional has learned that the company plans to launch its high-end brand, Avinya, in 2026, positioning it above its existing mainstream portfolio. Developed on Jaguar Land Rover’s EMA architecture, the company will introduce multiple models under the Avinya brand.

According to sources familiar with the matter, Tata Motors is currently discussing five products—internally referred to as P1, P2, P3, P4, and P5.

The P1 product is the first model based on the Avinya concept, showcased in 2022-23. It is in the final stages of development and will be in showrooms by 2026. The company expects a volume potential of about 24,000 units per annum, making it the most expensive Tata Motors vehicle to date. Sources suggest that the model is likely to be priced above Rs 35 lakh.

The P2 and P3 models are yet to clear the business case. The P2 is envisioned as a 4.4-meter SUV, similar to the Kia EV3, while the P3 is planned as a 4.9-meter UV, similar to the Volvo EM90 MPV.

However, progress has been made on the P4 and P5 models. The P4 is a lifestyle SUV similar in size to the Range Rover Sport or Velar, and the P5 resembles a full-size Range Rover with three rows. Tata Motors may premiere the P4 at the upcoming Bharat Mobility Show in New Delhi.

The company’s strategy involves leveraging the EMA architecture and targeting a combined volume potential of around 1 lakh units per annum once the entire portfolio is launched by the decade's end.

Go-To-Market

The first model, P1, will be manufactured at the company’s facility in Sanand acquired from Ford India. Subsequent models may be produced at the company’s proposed facility in Tamil Nadu. However, according to sources, decisions on models beyond the P1 have not been finalised.

The company’s CFO, P B Balaji, has in the past indicated that Avinya is a family of products and not just a single product brand. While the go-to-market strategy for the Avinya brand is still being developed, given the expected low volumes, the company is likely to use its existing dealers to sell Avinya vehicles.

An email sent to Tata Motors seeking comments did not elicit a response. 

Tata Motors has announced plans to invest $2 billion in its EV business over the coming decade, with at least 10 EVs expected to launch by 2026.

The company will launch the Harrier EV and Sierra EV in 2025 to strengthen its presence in the premium segment.