- First EV SUV to Arrive at the End of CY26
- Separate Showrooms and Sales Network
New Story
Tata will begin its premium arc in CY26 with the launch of its Avinya brand. The automaker announced that it will launch its first EV SUV under this new badge towards the end of CY26 and it will be the production-ready version of the concept showcased at the 2025 Bharat Mobility Expo. What's more, Avinya will be spun off into a separate brand with different showrooms and touch points from the existing Tata and Tata.ev facilities. The automaker has also revealed that it was looking into running the Avinya chain through a phygital model, combining an online experience and physical locations as part of its plans.
Tata's Upper Hand
Tata's move to open a third front for its Avinya brand should come as no surprise as it has already separated its ICE and EV range into different facilities, complete with different design and service centres. We expect a similar approach with Avinya, but with smaller showrooms and in premium locations, expected to be initially concentrated in tier-1 and tier-2 cities. The automaker has made it clear that Avinya will start above the Harrier E,V and that means going into the higher-margin, lower-volume segments currently populated by brands like Skoda, Toyota, BYD, and Volkswagen. Hyundai, Kia, and Honda, too, will join this fight within the next two years, but there will also be rivals from the bigger luxury names like Mercedes, Jeep, BMW, and Audi.
This, frankly, daring move by Tata to commit to such a big leap in terms of market segment is ambitious yet comes on the back of a well-grown hierarchy, access to Land Rover (and Jaguar's) experience, and global ambitions to make its mark on the world's automotive stage.
Avinya X Concept
Leading the charge for the Avinya Range will be the X SUV that was showcased at the 2025 Bharat Mobility Expo. The production-ready version is expected to continue with the coupé SUV design, pop-out door handles, and wrap-around tail lamps. At present, the brand is expected to be EV-only but given that this is the Tata group, we expect ICE models to follow the EV range within a few months.
