When the Avinya products arrive next year, they will be marketed as a brand independent of Tata Motors. Speaking to Autocar India at the Bharat Mobility Expo, Martin Uhlarik head of global design at Tata Motors said, “Avinya is not a sub-brand I wouldn’t call it that, it is a brand and will fit above Tata Motors and below Land Rover.” In effect Tata Motors is creating a luxury brand for itself like Lexus is to Toyota or Genesis is to Hyundai. Interestingly, Avinya products will be all-electric and thus the brand positioning would be akin to what Jaguar will be to JLR; all-electric and luxury.
No Tata Motors Logo
The Avinya cars would not carry the Tata Motors logo, however Uhlarik did say the only nod to the brands maker would be the elongated ‘T’ DRL signature that every model would bear. On the Avinya concept, this was present at the front, rear and across the dashboard.
With Tata Motors creating a separate network for its electric products; Tata.ev, it goes without saying that Avinya would also have a separate sales and service network. An additional factor for the creation of this independent network would be that Avinya cars would not use Tata Motors tech – as was earlier the plan – but would be built on JLR’s EMA platform, as we had reported.
The move to JLR architecture has not significantly altered timelines or created any hinderance to design work says Uhlarik “it’s been pretty much normal, whether its internal, a partner in the group or outside, it does not make much of a difference to the design process”. As such, the first production Avinya car to arrive – which is based on the first Avinya concept showcased in 2022 – is already ready and will be launched next year, while work on the production model of the Avinya X is also well underway and the concept shown is ‘very close to production’ says Uhlarik.
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