The Tata.ev brand will now include electric models, with the suffix ‘.ev’ in the name
Tata Passenger Electric Mobility, the subsidiary of Tata Motors responsible for the electric vehicle business, has changed its brand identity to Tata.ev. The brand logo consists of Tata and EV names, with dots and circles around EV. This was first seen on the Tiago EV, which carries the .ev badge on its body. The Tata.ev brand will only include passenger electric vehicles, not the company’s line of commercial electric vehicles.
Regarding the new brand identity, Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility Limited, explained that Tata.ev is entering a new era. The company’s new EV brand identity highlights the company’s commitment to accelerating the adoption of clean energy mobility solutions.
He added that they also intend to drive positive change in the automotive industry with a focus on sustainability, community, and technology. Both products and services are designed to create highly differentiated and meaningful consumer experiences. The brand’s personality is human, honest, inspiring, talkative, and a rallying point for people interested in making a positive impact on the world.
The new brand identity was developed in conjunction with Landor & Fitch, a global rebranding company. Along with the new brand name, Tata also announced its new brand slogan: “Move with Meaning”, reflecting sustainability that is at the heart of Tata.ev’s business. New logo design using an orbit around Tata.ev. This demonstrates how Tata.ev operates on a cyclical ecosystem of interactions between people and the environment, all for a better future. Additionally, the branding elements will use the Evo Teal color.
To reduce environmental impact, the new logo is printed on a white background, reducing ink consumption. Digital Safety has an all-black base, so the digital display uses less battery and energy.
In India, Tata is the clear leader in the passenger EV market, with over 70% share of the EV passenger car market. The brand recently achieved the incredible milestone of 100,000 electric vehicles sold. Tata currently has the Nexon EV Max, Nexon EV Prime, Tiago EV, and Tigor EV in its portfolio.
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