Aiming to cut costs through economies of scale, Tata Motors will replace the existing product platforms with modern and lightweight architecture, which will result in consolidation of platforms and improvement in overall product efficiency.
After the first product under the premium category of Avinya brand scheduled for launch in 2026, Tata Motors will have around six platforms, including a couple of derivatives of older platforms. This may likely come down to 2-3 platforms over the next few years.
Shailesh Chandra, managing director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, said: “Right now, we have multiple platforms which have to transition and converge to one platform for a certain set of products.”
Some of the company’s older nameplates like Nexon, Tiago and Tigor run on the X1 platform, which was used for the last edition of the Indica, Tata Motors’ first passenger car brand, before its phaseout. These products will undergo their life cycle change scheduled in a couple of years.
“In the next five years, you will see that convergence starting to happen as the product life cycle goes for the next intervention for individual products,” Chandra told analysts at the recently held annual Investor Day event in Mumbai.
Tata Motors’ newer products like the Curvv and the upcoming Sierra are based on a modular platform called ATLAS (adaptive tech-forward lifestyle architecture). The SUV-only ATLAS platform has allowed Tata Motors the flexibility to have both electric and non-electric options on the models.
The relatively newer products like the Altroz and the Punch are based on the Alfa and Alfa Arc platforms. The company is investing in the Alfa architecture for future products.
The larger models – Harrier and Safari – are based on a different platform called Omega, which is essentially a derivative of Land Rover’s D8 architecture.
“We are investing in Alha for lightweighting and strengthening of the body structure. We have Omega doing the Harrier and Safari. There might be a third platform which might come. But you will see consolidation of platforms and a very modern platform on which we will be investing for light weighting,” Chandra added.
In November 2023, Tata Motors had signed an agreement with Jaguar Land Rover for licensing the latter’s electrified modular architecture (EMA) for the development of Tata Motors’ premium pure electric vehicles series under the Avinya brand.
Tata Motors has plans to pump in Rs 35,000 crore into its PV business over five years to power the launch of 30 products, including a range of electric vehicles (EVs). At least seven new name plates and 23 facelifts and refreshes are planned between FY26 and FY30.
The company will have a total of 15 nameplates, which is almost as much as the total number of offerings by market leader Maruti Suzuki. While Maruti has separated its sales channel into two – Arena and Nexa – Tata Motors currently sells through only one network.
From 230 locations and 1,100 EV sales points, Tata Motors is aiming to get to 1,000 cities and towns over the next 4-5 years. A separation of distribution of EVs and PVs is being considered.
“While I cannot give a confirmatory answer to this, it is a very logical step to consider not only separation of the distribution but may be brand also. At this stage, I can say that it is under active consideration,” Chandra said.
