Tata Motors to Launch Avinya Electric Brand with Sportback, Followed by SUV

Credit: Tata Motors

Tata Motors is set to debut its luxury electric vehicle (EV) brand, Avinya, with an unconventional approach. Instead of the popular SUV format, the Indian automaker will launch the brand with a Sportback model, followed by an SUV. Speaking at Auto Expo 2025, Martin Uhlarik, Tata Motors’ global head of design, confirmed the brand’s unique strategy, emphasizing the Sportback as a statement of luxury and innovation.

“The Avinya concept we showcased two years ago is a manifesto, but the first product to launch will be a Sportback—a five-door, very low and very dynamic vehicle,” Uhlarik told Autocar India. He added that the design for the Sportback is now finalized, with production slated for next year. Described as a “real brand builder,” the Sportback aims to establish a bold identity for the Avinya lineup, setting the tone for future models. With a production target of 24,000 units annually, the model signals Tata Motors’ intent to compete in the premium EV market.

Following the Sportback, Tata Motors will introduce an SUV inspired by the Avinya X concept showcased at the same auto expo. Uhlarik described the SUV as a “brand pillar,” highlighting its significance in driving volumes and broader appeal. Sources suggest the SUV will be one of five planned models in the Avinya portfolio, with a three-row variant positioned as the flagship offering.

All Avinya models, including the Sportback and SUV, will be built on Jaguar Land Rover’s Electric Modular Architecture (EMA) platform. Additionally, Tata Motors is developing two more body styles: a compact SUV measuring approximately 4.4 meters and a larger luxury utility vehicle (UV) around 4.9 meters, comparable to the Volvo EM90 MPV.

The Avinya brand aims to redefine luxury in the EV segment, leveraging advanced design and technology. By launching with a distinct body style like the Sportback, Tata Motors is positioning itself to stand out in an increasingly crowded EV market. With a mix of innovative designs and traditional SUV offerings, the company is set to cater to a broad range of premium buyers while establishing its presence on the global EV stage.

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