Tata Motors, the largest seller of electric vehicles (EVs) in India, is reportedly planning to launch exclusive showrooms dedicated to EVs. The Economic Times of India reported that Tata’s EV subsidiary, Tata Passenger Electric Mobility (TPEM), is finalizing its strategy for the new EV channel, including location, design, and quantity, by the end of the first quarter of FY24. The company aims to open these showrooms in the next six to twelve months, with the first one set to be established in Delhi-NCR.
Tata Motors, a traditional automaker in India, has become the first in the country to establish a separate sales channel exclusively for electric vehicles (EVs). This move reflects the growing consumer demand for electric powertrains, as EV sales in India tripled in 2022.
Initially, Tata Motors plans to open ten stores in the top ten Tier-2 cities. The company aims to sell five out of every six EVs in the country, thereby positioning itself as a leader in India’s EV market. While Tata Motors has confirmed that it is exploring various dealership formats, the company has not shared any further details.
A spokesperson for Tata Motors stated in an ET report that the company is seeing significant growth in EVs and is actively considering dealership formats. However, more information will be shared at an appropriate time.
Tata Motors plans to differentiate between its EV and internal combustion engine (ICE) models, with ICE models sold under the Tata Passenger Vehicles brand and EV models sold under TPEM. This announcement comes ahead of the launch of additional EV offerings that the company is currently developing. These offerings will include electrified versions of existing and second-generation models, such as heavily modified versions of existing platforms.
Tata Motors has shown its dedication to catering to the changing desires of the burgeoning electric vehicle (EV) market in India by establishing a distinct sales channel for EVs. The automobile manufacturer’s expansion of its EV product line raises the question of how Tata Motors’ dealership models will adapt to the needs of the swiftly expanding market.
In essence, Tata Motors’ decision to open exclusive EV showrooms represents a clear shift towards prioritizing EVs. The bold step could provoke the attention of rival automakers in India, and it remains to be seen how they will react. Nevertheless, other Indian businesses may be encouraged to adopt a comparable approach, particularly as the EV market in India continues to grow at an exponential rate.
