Tata to Launch Avinya EV Brand in 2027, Begins Shift to Radical Design and Gen 3 Architecture

Tata Motors is preparing to launch its premium EV brand, Avinya, in 2027, marking a strategic pivot toward radical design, next-gen EV architecture, and premium electric mobility. The confirmation came from Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd, during the launch of the Harrier EV on Tuesday.

“Radical styling will debut with Avinya, but the Harrier EV is an evolutionary step,” Srivatsa said, indicating that while the Harrier EV retains a conventional SUV silhouette to ease consumer transition, the Avinya lineup will usher in a more futuristic design philosophy.

To launch the Avinya EVs, Tata Motors had entered into an MoU with Jaguar Land Rover to share the EMA architecture. But with Jaguar Land Rover’s local manufacturing plan in Tamil Nadu getting delayed, the company is actively looking at alternative solutions. These include a low-cost version of the EMA architecture or sourcing architecture from outside the group.

The Avinya range, which will sit atop Tata’s EV portfolio, is expected to be based on the company’s Gen 3 EV skateboard platform, enabling flat floors, high structural integrity, and optimized cabin packaging. While exact specifications and body styles remain under wraps, the Avinya concept previewed earlier points to a premium crossover-style silhouette with emphasis on space, sustainability, and cutting-edge tech.

Autocar had exclusively reported on Tata Motors exploring five models under the Avinya range—internally called P1, P2, P3, P4, and P5. An iteration of Avinya was showcased at the Bharat Mobility Show 2025.

The launch of Avinya will follow Tata’s mass-market EV rollout under the Acti.ev Gen 2 architecture, which includes the newly unveiled Harrier EV and the upcoming Sierra EV, due by March 2026. These models are built to consolidate Tata’s leadership in the mid- and upper-mid EV segments, while Avinya is aimed at creating a new segment of aspirational electric mobility.

Tata Motors currently holds over 50% share of India’s electric passenger vehicle market but is seeing growing competition from Mahindra’s BE and XUV.e series and JSW MG Motor’s Windsor EV. The company is investing aggressively to expand capacity, product lines, and premium offerings as part of its long-term EV roadmap.

The Avinya brand, derived from the Sanskrit word for "innovation," reflects Tata’s ambition to lead the transformation of the Indian auto industry through technology, design, and experience. With a launch target set for 2027, Avinya is expected to take on premium international rivals in the EV space while establishing a new design and technology benchmark for Tata’s global aspirations.