Video: Tata Curvv Series X: The Strategy Behind India’s Coupe SUV Push

Tata Motors is doubling down on India’s emerging coupe-SUV segment with the new Curvv Series X and Curvv.EV Series X, as it seeks to broaden the appeal of the body style beyond early adopters.

In an exclusive conversation with Autocar Professional, Sarosh Poornam, Head of Marketing, Tata Motors Passenger Vehicles, discussed the company’s strategy for the new Curvv, its assessment of the mid-size SUV market and the customer profile it expects to target with the model.

Poornam said Tata Motors sees scope for coupe-SUVs to gain wider acceptance in India, with the Curvv positioned to appeal to buyers looking for a combination of SUV practicality and a more distinctive body style. The company is also looking to attract customers considering an upgrade from smaller SUVs and first-time buyers moving into a higher segment.

The new Curvv also incorporates learnings from the previous-generation model, with Tata Motors responding to customer feedback on areas including cabin design, rear-seat space, seating position, materials, features and overall ambience.

On the electric side, the Curvv.EV Series X is powered by a 55kWh battery, with Tata Motors claiming a real-world range of more than 400km. Prices start at ₹16.99 lakh. The company also sees the Curvv.EV as complementing rather than directly replacing the popular Nexon.EV, with the two models aimed at different positions within Tata’s electric SUV portfolio.

The discussion also covers the factors driving EV adoption beyond running costs and total cost of ownership, as well as whether first-time car buyers are increasingly willing to move into higher-priced SUVs.

With the Curvv Series X, Tata Motors is betting that the coupe-SUV format can evolve from a niche design choice into a more mainstream body style in the Indian market.