Tata Motors’ Avinya Will Be An Independent Luxury Brand, Exclusively Electric

The Avinya items will be promoted as a separate brand from Tata Motors when they are released the following year. “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,” Martin Uhlarik, head of global design at Tata Motors, says during the Bharat Mobility Expo.

Similar to how Lexus is to Toyota or Genesis is to Hyundai, Tata Motors is essentially developing a luxury brand for itself. It’s interesting to note that Avinya goods will be all-electric, thus their brand positioning will be similar to Jaguar’s for JLR: luxury and all-electric.

The extended “T” DRL signature that all Avinya models would have would be “a kind of an homage to where the company is come from, even if the vehicle will not have the Tata Motors emblem. The Avinya X idea had this on the dashboard, in the back, and at the front.

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It goes without saying that Avinya would have its own sales and servicing network as Tata Motors started a distinct network for its electric goods, Tata.ev. Another aspect contributing to the development of this independent network is that, contrary to the original intention, Avinya automobiles would be manufactured on JLR’s EMA platform rather than using Tata Motors technology.

The move to JLR architecture has not significantly altered timelines or created any hinderance to design work “it’s been pretty much normal, whether its 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 – which is 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 and the concept shown is ‘very close to production.

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In order to close the gap between Tata and Land Rover, Avinya becomes Tata Motors’ stand-alone luxury EV brand. These all-electric cars, which are based on JLR’s EMA platform, will have distinctive branding and a dedicated network. Next year, the first Avinya model will be on sale, signalling Tata’s entry into the luxury electric vehicle market on par with Lexus or Genesis.