Tata Renames Its Electric Arm, It’s Now Called Tata.ev
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Tata Renames Its Electric Arm, It’s Now Called Tata.ev

Tata Renames Its Electric Arm, It’s Now Called Tata.ev

The new brand identity brings with it a fresh tagline for Tata Motors’ EV division: Move With Meaning

Tata EV new brand identity and logo

  • Tata has revealed a fresh logo for its electric cars division.

  • The new brand insignia will also get a new sound identity.

  • The carmaker has used its Evo Teal colour scheme for the new Tata.ev brand.

  • Tata Motors to roll out the new brand identity and logo in a phased manner.

Tata Motors, the current leader in the electric vehicle (EV) space, has now rebranded its EV division as Tata.ev, formerly known as Tata Passenger Electric Mobility Ltd (TPEM). This is similar to what Mahindra recently did for its upcoming range of born electric (BE) vehicles.

Why The Change?

According to Tata, the reason behind the move is to merge the values of sustainability, community, and technology. The new brand identity also comes with its own tagline – Move With Meaning.

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Other Revisions

Tata has not only given its EV arm a new identity but a fresh logo as well. It has the ‘.ev’ suffix housed in an orbit, which, according to Tata, helps foster a circular ecosystem of human and environmental interaction.

The carmaker has chosen its distinctive Evo Teal colour scheme for Tata.ev, highlighting its commitment to sustainability. Tata has also created a unique sound for its new brand identity, blending electronic circuits and a powerful ripple sound.

When Will It Be Rolled Out?

Tata, the leader in the electric car space with over 70 percent market share, has announced that it will roll out the new brand identity in a phased manner. It is anticipated that the new logo and identity will be seen soon, possibly starting with the upcoming Tata Nexon EV facelift on September 14.

Tata Harrier EV concept

Aside from the Tata Nexon EV Prime and Max, Tata has two other electric cars in its lineup: Tiago EV and Tigor EV. The upcoming range of EVs includes the Punch EV, Harrier EV, and Curvv EV.

Also See: Tata Punch EV Spotted Charging on Camera For The First Time