Tata Motors, the Indian carmaker, is making great strides in the field of electrification. With the recent launch of the facelifted Nexon EV, the company is now planning to establish dedicated showrooms and outlets for its electric vehicles (EVs). This move comes as Tata Motors aims to expand its EV portfolio and simultaneously introduce new internal combustion engine (ICE) models.
To distinguish between its two portfolios, Tata Motors has already adopted a new brand signature for its electric division called Tata.ev. The company has created unique spaces, known as “shop-in-shop” or “EV corners,” within its existing stores. Presently, there are around 100 such spaces, and the plan is to increase their number to 200 in the near future.
Vivek Srivatsa, head of marketing, sales, and service strategy at Tata Passenger Electric Mobility, explained the rationale behind the decision. He stated, “With the ICE portfolio also growing, it’ll become difficult to showcase all the products in the current showrooms. So there is a need for it.”
As of now, Tata Motors has three models – Tiago, Tigor, and Nexon – that offer both ICE and electric variants. These will soon be joined by the Harrier, Curvv, and Sierra SUVs, all of which will be available with both EV and ICE powertrains. The Harrier EV was previewed as a concept at the Auto Expo in January 2023.
To provide a clearer distinction between its ICE and EV models, Tata Motors plans to establish up to five dedicated EV dealerships starting from the last quarter of this year. The number of dealerships will be gradually expanded over time.
This strategic move by Tata Motors demonstrates its commitment to electric mobility and ensures that customers can easily access and experience its growing range of EV offerings. It remains to be seen how this decision will be received and whether customers prefer separate dealerships for ICE and EV products.
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