Case Studies - Brand & Marketing - Brand Design - Automotive

The Strategy Behind TATA.ev

The new brand for TATA.ev, created in partnership with Landor, evangelises the community, sustainability, and technology at the heart of Tata Motors’ push for electric mobility.

Tata ev car near lake with small camping tent

Tata Passenger Electric Mobility (TPEM), a subsidiary of Tata Motors, unveiled its new brand platform and identity, TATA.ev, in August 2023, in partnership with strategic brand and design consultancy, Landor. This was followed by the launch of two stores in Gurugram in December 2023. 

It is important to contextualise this approach within the broader trends of EV branding and market positioning. By choosing to adopt a separate brand from Tata Motors, TATA.ev’s strategy is a break from other automotive companies, which have chosen to launch electric models under an existing mother brand. 

An Emerging Indian EV Market

TPEM owns a significant slice of the Indian market (70% as of January 2024). The company has sold more than 100,000 passenger EVs, but the electric vehicle market in India is still nascent. Research showed that consumers needed more clarity before switching to a whole new category of vehicle – range anxiety, servicing, charging infrastructure and cost savings questions came up in many conversations with potential buyers. 

There was a white space for a brand to assume a leadership position, driving awareness and adoption to create a movement that was beyond selling vehicles. While this was a role that felt tailor-made for TPEM, it was also clear that it would require an independent platform with a powerful voice that could mobilise a community. 

This led to the genesis of TATA.ev – a division which will now house all electric vehicles from the Tatas. All electric vehicles will also carry the .ev suffix.

Move with Meaning 

Through a series of workshops driven by Landor, this new EV brand was distilled to the idea of a sustainable sanctuary, where the brand served as a gateway to a greener future. This idea is articulated in the brand slogan: Move with Meaning. 

“Move with Meaning makes it clear that TATA.ev is not merely about motion; it’s about moving forward with purpose and a sense of responsibility towards the environment and community.”

Lulu Raghavan, Vice President, APAC, Landor
The brand film for TATA.ev, created by Landor

The Brand Identity 

Team Landor says that “the design approach emphasises eco-sensitivity through the use of a singular colour palette in monochromatic tones and a variable typeface. The Brutalist system ensures clear information hierarchy and intuitive navigation, while imagery adopts a slice-of-life approach, featuring real people to convey authenticity and inclusivity.”

“The brand identity manifests ‘Move with Meaning’ in the design world, and is entirely built on the principal of ‘Design with Meaning’ – where every design choice we make has a purpose.”

Kurnal Rawat, Executive Creative Director, Landor
The brand toolkit for TATA.ev

The logo features the .ev enclosed within an ‘Orbit.’ The Orbit represents TATA.ev’s vision for an ecosystem in motion, one that fosters circularity between humans and the environment.

Beyond the visual expression, Landor has crafted motion design principles and a sonic identity, to build a multi-sensorial brand experience.

The Retail Experience

“We approached the experience with a very focused consumer centric lens. Every touchpoint in the journey has been created to bring the brand and the consumer closer together, and open meaningful conversation that will move the world forward.”

Apolline Picot, Executive Creative Director Experience, Landor
Interiors o tata ev showrrom in gurugram
The retail experience for TATA.ev aims to go beyond selling vehicles

Extending the ethos of the ‘Design with Meaning’ philosophy, TATA.ev’s retail space is a manifestation of the core brand pillars of sustainability, community, and technology. Every material, detail and feature within the space is chosen to be sustainable, whether through recycling or recyclability. Examples include unfired clay wall panelling, furniture crafted from recycled composite plastic, and the adoption of energy-efficient LED lighting.

image shows 3 pillars of tata ev strategy - sustainability, community, technolog
The three pillars of the TATA.ev strategy are sustainability, community and technology

Creating a Community

Core to the ‘Move with Meaning’ platform is the idea of community, and TATA.ev’s spaces seek to deliver a whole new take on automotive retail. 

Instead of just a showcase for cars, the stores are envisaged as spaces where people can interact with each other, attend events, ask questions and get advice or information about EV concerns and myths.

There are several seating spaces and even a Blue Tokai within the first TATA.ev showroom launched in Gurugram. A curated calendar features talks, activities, and workshops throughout the year.

A walkthrough of the retail design for TATA.ev’s first store in Gurugram, created by Landor

The Future is Electric

TATA.ev will be adding three more models to its portfolio, taking its offering to a substantive total of six electric vehicles. 

The group’s decision to adopt a new consumer-facing brand identity, reflects an industry-wide recognition of the need to differentiate EV offerings from traditional combustion engine vehicles. This differentiation is not just in terms of product technology, but also in terms of the lifestyle and values they embody. TATA.ev has got this part right. They must now balance decisions about design, technology and cost to make EVs attractive and accessible to a broader audience​​.


“At TATA.ev, our mission is not simply to sell electric vehicles. We are driven by a deeper purpose – to revolutionise the conversation around mobility and instigate a transformative shift that challenges traditional notions of a car buying experience. As sustainability reshapes our world and the way we navigate it, we aim to disrupt century-old industry norms and reimagine every consumer interaction. Our commitment to community, sustainability, and technology is at the heart of everything we do, and we are proud to be leading the charge towards a cleaner and brighter future.”

Vivek Srivatsa, Chief Commercial Officer, TPEM

5 Comments

  1. Would have loved to know a bit about the consumer’s category and brand drivers? Apart from TCO + sustainability, what else can be a category motivator?

  2. Though the idea of positioning the EVs differently can be a good idea and the identity seems alright but like Anita mentioned earlier, the imagery created is simply not putting across anything that could be pushing the game any further. Its all vanilla (though I like the flavour) and it is quite boring now to see every corporate brand talking about the same warm and fuzzy stuff and it can’t be true for all of them (and it isn’t). If we are talking about sustainability in India then the first thing they could have done for the retail space is not have floor to ceiling glass. It is a known fact that these spaces consume so much more energy to cool. It is a lost opportunity to push the boundaries or at least the idea of what a car retail space could be like without these massive glass facades. I think all these big brands should just shed all their fluff and go down to the bare bones and just talk about the most basic stuff. Though there is a lot of status symbol attached to car brands, it is just boring now. People who buy cars as status symbol are boring. It is important to think who we want to sell to.

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