Tata Group has been a household name in India for decades, with its products ranging from tea to salt. In the electric vehicle (EV) sector, Tata’s aggressive approach is benefiting not only the company itself but also the entire industry. Despite slow adoption of EVs in India, the sector is growing rapidly, with approximately 1 million EVs sold in 2022, a threefold increase from 2021. The Indian government is partnering with private players to set up charging stations and offering subsidies to EV owners, manufacturers, and charging station infrastructure companies like FAME, as well as tax exemptions. This blog will explore Tata’s contributions to the sector.
Tata Power’s Charging Infrastructure: The adoption of electric vehicles (EVs) is contingent upon the availability of a robust charging infrastructure. In the past, there existed a chicken-and-egg scenario between EV manufacturers and electric car charging station infrastructure companies. The former desired the development of adequate infrastructure to prevent their customers from being stranded without a charging point, while the latter sought the introduction of more EVs to ensure their EV charging stations were fully utilized. However, Tata, unlike other EV manufacturers, proactively established a nationwide network of EV charging stations before launching their EV models. Today, Tata Power owns one of India’s largest charging station networks, comprising 3600 public EV charging stations. The company plans to set up 25,000 charging points in the next 5 years and has opened its stations to other EV brands.
Tata Motor’s Electric Car Models: In October 2019, Tata entered the EV sector with the Tigor sedan, currently available in four variants, with a starting price of Rs. 12.50 lakh and a top model at Rs. 13.75 lakh, offering a range of 315 km on a single charge. Tata launched the Nexon EV, currently the best-selling electric vehicle in India, as an affordable compact SUV that starts at Rs. 14.5 lakh and has a range of 450 km. To address pricing concerns, Tata launched the Tiago EV hatchback, starting at Rs. 8.69 lakh, offering a similar range to the Tigor EV. Tata Motors dominates this space, with an 84% market share in India.
Tata AutoComp’s share in E-Mobility Battery Development: Tata AutoComp plays a vital role in the Tata Group’s electric mobility solutions, having developed electric vehicle battery prototypes before Tata Motors launched the Nexon EV. Initially, Tata AutoComp collaborated with the Chinese company “Gotion Hi-Tech” to gain technological expertise and now designs and manufactures electric vehicle’s battery packs and battery management systems (BMS). The company supplies electric car battery packs to Tata Motors, Bajaj Auto, and MG.
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Tata Motor’s IPL Campaign: Tata’s latest TV ad campaign, “Reasons to Go.ev,” provides a humorous approach to the benefits of shifting to an electric vehicle. With its quirky and attention-grabbing ads, the campaign effectively communicates the advantages of driving an electric car. The company has created 99 more of these ads with funny reasons, which I am excited to see during the IPL and on YouTube. Tata’s IPL campaign is a game-changer for the company and the industry, reflecting Tata’s belief in the evolution of EVs and a clean and green environment. The campaign leverages the IPL’s mass reach to increase visibility for Tata Tiago.ev, engaging in on-ground activities such as the Tiago.ev Electric Striker Award and the Tiago.ev Electric Striker of the Season, displaying EVs inside stadiums, and donating Rs. 5 lakh towards the biodiversity of coffee plantations in Karnataka when a player hits the car with the ball.
Conclusion: Tata has made significant contributions to India’s EV sector with its EV charging station infrastructure and range of affordable electric car models to battery development for E-Mobility. The IPL campaign is a smart move by Tata Motor’s to reach out to the masses and increase visibility for their electric vehicles, creating opportunities for other EV brands to promote their products. The Indian government should consider launching a campaign to boost EV adoption in India, with Tata Motor’s strong presence in the sector.
