New Delhi: Tata Passenger Electric Mobility (TPEM), a subsidiary of Tata Motors, Tuesday launched its new brand identity, TATA.ev, for its EV business. Tata Motors said that the new brand identity embodies the core philosophy of “Move with Meaning,” unifying the values of sustainability, community, and technology.
According to the company, it is the first step towards providing differentiated and meaningful experiences for customers in the form of a collective initiative to move towards an electric future that is better for the planet and its inhabitants.
As the EV offering grows, spurred on by surging consumer demand, customers expect a unique experience across all touchpoints, from the brand to the product and its ownership cycle. Tata Motors said that it identified a clear need for a new consumer-facing brand identity that strengthens commitment to the future of mobility.
Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, TPEM, said, “We are entering a new era with TATA.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions. We intend to drive positive change in the automotive industry with the focus on sustainability, community, and technology. Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”
The brand identity of TATA.ev, reflects the brand platform ‘Move with Meaning’ with sustainability at its core. All design decisions are purposeful and deliberate in the same spirit as the brand strategy. The visual design embodies Move with Meaning and is accessible, open, and environmentally friendly.
The “.ev” in the logo mark is enclosed within the Orbit. The dot pattern from Tata Motors’ branding is now made of larger circles in a distinct grid. This Orbit embodies how TATA.ev fosters a circular ecosystem of human and environmental interaction, all progressing toward creating a brighter future. The brand’s Evo Teal colour, symbolizes TATA.ev’s innovation and tech-forward capabilities, while highlighting the brand’s commitment to move towards a sustainable future. The sound of the brand combines electronic circuits and a powerful ripple sound – inspired by the intersection of nature and technology, the company said in a press release.
In order to ensure an environmentally friendly approach, TATA.ev has been designed with key actions such as:
Print collaterals are designed on a white base to reduce ink usage.
All digital collaterals follow a dark mode approach and are designed on a black base to reduce battery consumption and energy usage
All consumer-facing communication will begin to assume the new brand identity and will be rolled out in a phased manner.
With a market share of over 70% in the 4-wheeler EV segment, the company also recently crossed the milestone of selling 1 lakh Tata EVs. To ‘Go Beyond’, the company has already declared its 3-phase EV strategy, with plans to offer different body styles at several accessible price points, meeting the evolving needs of consumers. The company said that they aim to set new benchmarks in the EV segment by focusing on seamless connectivity, state-of-the-art design, exceptional performance, and uncompromised safety across its electric vehicle lineup.
TPEM, a subsidiary of Tata Motors with TPG Rise Climate as an investor, aims to invest USD 2 billion by 2026 to launch 10 new electric vehicles, build a dedicated BEV architecture, support local manufacture of key components and development of advanced automotive and battery technologies. The company said that they also intend to catalyse the creation of a widespread charging infrastructure as well as growth of other infrastructure to facilitate rapid EV adoption in India.
