Tata Motors unveils new brand identity for EVs; set to be called Tata.ev

Tata Motors has launched its new brand identity today, Tata.ev, for its EV business. Tata says that this new brand identity corresponds with Tata Motors' dedication to sustainability and pioneering innovation, as well as the Tata Group's emphasis on community development. The new brand concept emphasizes the company's fundamental principle of "Move with Meaning," bringing together the principles of sustainability, community, and technology.

Tata.ev's brand identity was created in collaboration with Landor and Fitch, and includes a new 'Orbit'-inspired logo, Evo Teal colour theme, Inter Typeface typeface, and new sound design for all future electric product communications.

With a market share of more than 70 percent in the four-wheeler EV class, the carmaker aspires to achieve good change in the automobile industry with a focus on sustainability, community, and technology.

Tata Motors now sells three electric vehicles: the Tiago EV, Tigor EV, and Nexon EV. The manufacturer has passed the one lakh EV sales mark in India.

Tata Motors said earlier this month that it will debut four electrified vehicles in the coming months. New models include the Punch EV, Harrier EV, and Curv EV. Tata Motors debuted the Harrier EV earlier this year at the Auto Expo 2023 in Greater Noida. During the event, it also displayed the Curv EV Concept and its ICE variant. When it is released, the Punch EV, which will be based on the carmaker's smallest SUV, will be the smallest electric SUV in India.

Commenting on the new brand identity, 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."

On September 14, Tata Motors will also unveil the Nexon EV facelift. The Nexon EV, Tata's best-selling electric vehicle, has already been sighted testing on public roads ahead of its introduction. Though there will be little modifications to the powertrain, the new Nexon EV's appearance will be extensively revised, drawing inspiration from the Curv Concept EV and Harrier EV.

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Tata Nexon facelift India launch soon: What should you expect?

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