Tata Motors has overhauled its Avinya strategy, the company’s premium electric vehicle brand and future luxury EV platform, pivoting to partnerships and ready-made architectures to accelerate launches after years of delays, a development first reported by Reuters.
The company has dropped its original plan to build Avinya models on Jaguar Land Rover’s (JLR) upcoming Electrified Modular Architecture (EMA). It will instead use the Freelander platform being developed by Chery Jaguar Land Rover (CJLR), a joint venture between Chinese automaker Chery and Tata Motors unit JLR, allowing it to bypass lengthy development timelines and accelerate its entry into the premium EV segment, the news agency reported.
The reset is significant since Avinya sits at the centre of Tata Motors’ long-term electric vehicle ambitions. Conceived as a global luxury EV brand, Avinya is intended to take Tata beyond the mass-market electric segment and position it against international premium EV rivals in India and overseas.
“Avinya is being developed as a global premium brand for a next-generation EV portfolio to be built on multiple, scalable platforms and architectures while being anchored in Tata Motors’ design, engineering and integration capabilities,” a Tata Motors spokesperson said in a statement on Wednesday.
The first Avinya model is scheduled for an India roll-out in 2027. It will be manufactured at the new Tata Passenger Electric Mobility–JLR facility in Panapakkam, Tamil Nadu.
Notably, Chery will act only as a supplier of platforms for the Avinya. There is no licensing or technology transfer pact.
Tata Motors said its collaboration with JLR and its partners would be a key pillar of Avinya’s growth.
“Our collaboration with JLR and its partners will be an important pillar of our global premium EV journey as we expand the Avinya portfolio across segments and geographies,” the company said.
The automaker added that Avinya would combine global technology, advanced engineering, and local manufacturing. The programme will also draw on expertise across the wider Tata Motors Passenger Vehicles ecosystem to develop luxury EVs at scale.
