Tata Motors and its electric vehicle division have been a success so far in India, helped by their lineup which comprises the Nexon EV Prime / Max, the Tigor EV and the Tiago EV. With its success in the electric space, the carmaker has decided to give its EV division a new brand identity to stand out, called the Tata.ev.
So, what is this new brand identity? Well, the carmaker aims to fuse the values of sustainability, community, and technology with this identity and will utilise the ‘Move With Meaning’ tagline as well as an associated sound that combines electronic circuits and a ripple sound. Also, the logo will be different as alongside the traditional TATA emblem will be an ‘.ev’ suffix placed in an orbit.
Mr Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd. said, “We are entering a new era with TATA.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions. We intend to drive positive change in the automotive industry with the focus on sustainability, community, and technology. Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”
Tata Motors aims to implement this new identity in a phased manner on not only its current lineup, but also its future electric vehicles. Future EVs could include the Punch EV, as well as the production-spec versions of the Avinya and the Curvv.