Tata Motors launches.EV as its new electric sub brand, all you need to know

Tata: Tata Motors' fast ICE-to-EV models have actually given them an advantage in the EV competition. The company has established a new electric mobility branch and is currently creating an umbrella brand called.EV in order to further reinforce this position with models on more sophisticated platforms. Thus, the.EV will be to Tata's electric fleet what the e-Tron is to Audi's electric lineup.

According to a source, Tata Passenger Electric Mobility's Vivek Srivatsa, head of marketing, sales, and service strategy, acknowledged this by saying, “This [.EV] will be our new electric branding and you’ll see it roll out across our existing electric range too.”

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Tata .EV

Tata Motors has so far merely prefixed the names of its electric cars with an "EV" suffix, like in the case of the Tigor EV and Nexon EV. Tata, however, debuted a new.EV suffix with the introduction of the electric Tiago. As a result, the Tiago.EV, an electric version of the vehicle, is called such. Tiago.EV is written across the tailgate, and it has EV emblems on its fenders and front grille.

More colours to the lineup

The name also enables the company to do away with the external blue highlights that are currently what set its electric line apart from the competition. With this branding, Srivatsa continues “By using this branding we can, if needed, also move away from the blue accents that we currently use to define the electric models and thus look at more body colours.”

Removing the required blue highlights also relieves Tata Motors' designers, who are no longer constrained to body colours that complement the electric blue tone. Srivatsa also thinks that while early users of electric vehicles sought out something extremely distinctively aesthetic, this is no longer necessary as EVs become more widely accepted.

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