Tata Motors is making big moves into international markets as electric vehicles gain popularity. The Indian carmaker is already in 30 countries across regions like ASEAN, Latin America, and Sub-Saharan Africa, mainly with its commercial vehicles and the Xenon pickup. Now, they're looking to broaden their product lineup, especially targeting Europe. This growth is supported by advanced technology and a new design approach for their upcoming models.

During a recent press event, Shailesh Chandra, the Managing Director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, highlighted that to succeed globally, a strong emphasis on technology is essential, particularly with software-defined vehicles (SDVs). He noted, “We understand that technology, especially SDVs, is key to Tata Motors’ global goals. EVs help us overcome some of the hurdles we faced with internal combustion engines, like strict emission standards that limited our market access. With EVs, we see a huge global opportunity.”

In addition to tech, Tata Motors is also focusing on being cost-effective to compete with major global players, especially from China. This includes a strong emphasis on localizing production to keep costs down.

In 2022, Tata Motors rolled out its third-generation electric vehicle concept under the Avinya brand, targeting mainly international markets, with a focus on Europe. Fast forward to the Bharat Mobility Global Expo 2025, and the company showcased its second Avinya concept, the Avinya X. The Avinya brand is set to be Tata Motors’ premium line, positioned between Tata Motors and Land Rover, while Jaguar shifts its focus to the ultra-luxury market.

Anand Kulkarni, the Chief Product Officer at Tata Passenger Electric Mobility Ltd, shared that the Avinya EVs will utilize the Electrified Modular Architecture (EMA) that Land Rover's electric models also use. He mentioned that both companies will share a set of components, such as suspension systems, powertrains, and power electronics, which will help Tata Motors stay competitive in both local and global markets. Kulkarni emphasized, “We will evaluate and choose components based on our requirements to maintain cost competitiveness, not just in India but worldwide.”

Avinya - Emphasizing cutting-edge technology for the future

The Gen 3 platform is gearing up to roll out a bunch of next-gen tech. The company has already shared that the EMA architecture can handle L2+ autonomous features while also bringing in some top-notch connectivity, comfort, and convenience perks.

On top of that, this platform will speed up TPEM’s use of Software Over the Air (SOTA), Features Over the Air (FOTA), and advanced safety tech aimed at snagging a 5-star Euro NCAP rating, plus super-fast charging for high-performance electric vehicles. Built on a cutting-edge architecture that includes the latest in tech, software, and AI, Avinya is set to raise the bar for global EV standards in terms of efficiency and range.

Every model under the Avinya brand will showcase its own unique innovations. The first concept is all about a human-centric design, with the wheels pushed out to create more interior space compared to a similarly sized internal combustion engine vehicle. The cabin focuses on voice-activated controls, along with extra screens, highlighting the company’s vision of a future with fewer screens cluttering up vehicle interiors.

Kulkarni shared that when it comes to design, premium luxury customers are all about finding that sweet spot between minimalism and sophistication. He pointed out that you can achieve wellness, elegance, and functionality without needing huge screens, especially with the rise of voice control tech.

On the flip side, the Avinya X, the brand's second concept, leans more towards a screen-centric design. It showcases a new two-spoke steering wheel with a standout center boss and a floating infotainment screen that’s reminiscent of the Range Rover SUV. Plus, there's a sleek display that stretches across the dashboard, giving it a clean yet tech-savvy vibe.

Avinya - Modern design tailored for customers around the world

The Avinya lineup will be built on the same foundation as Land Rover EVs, but it will showcase a totally unique design style. The first Avinya concept was inspired by a catamaran—a type of yacht with two parallel hulls—merging the sleekness of a high-end hatchback with the practicality of an SUV and the roominess of an MPV.

The second concept, Avinya X, draws inspiration from powerboats, featuring a coupe-SUV design that’s unlike anything else out there. Both the Avinya and Avinya X are set to go into production, although the original Avinya is still in the early stages of development.

Martin Uhlarik, the Head of Global Design at Tata Motors, stressed the importance of being distinctive. “Avinya models need to stand out while still delivering top-notch design quality," he said. To make this happen, Tata Motors has organized its design teams separately. A specific team in Pune and Italy is dedicated to Tata products, while the Avinya design team works independently in a specialized studio in the UK.

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