Tata.ev Is Now The New Branding For Tata Electric Vehicles Arm: Details

Tata Motors has emerged as a key player in the Indian electric vehicles business. With products like the Tata Tiago EV and Tata Nexon EV, it has a decent number of cars plying on roads. Keeping the same in mind, Tata Motors has revealed a new brand identity and from now on will carry the ' Tata.ev' badging on its electric portfolio.

Let's look at the details of this development along with some more details.

Tata.ev: A New Identity For Tata Electric Vehicles

In a conversation about the branding Vivek Srivatsa, head of marketing, Sales, and Service Strategy, at Tata Passenger Electric Mobility Ltd. says, The dot signifies digitisation, which is a big part of electric mobility, and Tata.ev thus announces our entering of a new era.

Its a brand identity we want to broadly take across, but for now, their (born EVs) eventual branding is not yet decided, said Srivatsa on the possibility of the .ev branding being used for born-electric vehicles. Its a brand identity we want to broadly take across, but for now, their (born EVs) eventual branding is not yet decided, said Srivatsa on the possibility of the .ev branding being used for born-electric vehicles.

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Branding Already In Use

The introduction of the .ev label was initially witnessed with the electric Tiago and subsequently with the electric Tigor. Notably, while both models utilize the .ev nomenclature in their marketing endeavors, only the Tiago actually features a physical badge with the .ev emblem on the vehicle itself. Moving ahead, Tata.ev will serve as the overarching brand identity encompassing all things electric, and individual electric models will also incorporate the .ev extension, akin to the electric Tiago.

This branding strategy will also serve the purpose of distinguishing between internal combustion engine (ICE) versions and electric vehicle (EV) versions of the same model. However, it remains uncertain whether this branding approach will extend to the upcoming Avinya-based all-electric model.

What Does The Branding Signify?

Tata has introduced a distinct logo for its .ev brand, featuring the 'ev' wordmark enclosed within a circular shape that commences and concludes with the dot mark in a stylized manner. According to the company, this emblem symbolizes their progression towards an environmentally friendly circular ecosystem.

Furthermore, Tata emphasizes that they have adopted an eco-conscious approach in crafting all their new marketing materials. Print materials have been designed against a white backdrop to minimize ink consumption, while digital collateral employs a dark-mode style with a black base, contributing to reduced battery usage. The digital materials are also optimized for quick and efficient downloads by keeping file sizes low. While each of these measures may seem minor individually, their cumulative impact is substantial. Notably, this eco-aware approach is gaining traction among brands worldwide.

At present, only the Tata Nexon EV models do not bear the .ev extension. However, this is expected to change with the impending unveiling of the facelifted Nexon EV.

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