Tata 5-Point Strategy For EV Market
The electric passenger vehicle market is witnessing increasing competition, but Tata Motors remains confident in maintaining its leadership with a five-pronged strategy.
1) Diverse EV Portfolio – Tata Passenger Electric Mobility (TPEM) currently offers the broadest range of EVs in the market, with five models available—from the sub-INR 10 lakh Tiago EV to the flagship Curvv, priced at INR 17.5 lakh. The extensive lineup is considered a crucial factor in retaining its market dominance.
2) Aspirational & Competitively Priced Products – TPEM is betting on offering desirable products at the right price, backed by a strong cost structure. The company asserts that its profitable operations provide the “power” to sustain this strategy. With Gen Y and Gen Z expected to constitute 80% of the customer base by 2030, Tata aims to cater increasingly to these demographics.
3) Reliable BEV Technology – The success of Battery Electric Vehicles (BEVs) hinges on the reliability of their propulsion technology. TPEM is leveraging its early market presence and scale as a competitive advantage.
4) Enhanced Customer Experience – TPEM is focusing on elevating customer confidence in EVs through multiple initiatives, including the recently launched ‘Open Collaboration 2.0’ and the EV-exclusive ‘Tata.ev’ showrooms.
5) Strengthening Battery Repair Infrastructure – As part of its commitment to long-term industry leadership, TPEM is prioritizing the expansion of battery repair centers to support its growing customer base.
While competition intensifies, there is also room for collaboration, as the industry has yet to reach a critical scale. One key area for potential cooperation is the expansion of the EV charging network.
Although it remains uncertain whether EV OEMs in India will collaborate, the electric passenger vehicle market is projected to grow significantly, reaching an annual volume of 1 million to 1.5 million units by 2030.
Source - The Economic Times
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