Tata Avinya to Undercut Mahindra XEV 9e - Aggressive Pricing On Cards

We reported earlier that Tata Motors will launch two new products based on the Avinya concept. The company will first launch the Avinya Sportback in 2026. Moreover, the Avinya X concept based premium SUV is also under development which will arrive sometime in late 2026 or 2027. A new media report claims that Tata Motors is planning to price the new electric SUV aggressively.

The price of the Tata Avinya could shock Mahindra, which recently introduced the XEV 9e and BE 6 electric SUVs at an aggressive price tag. In fact, the electric SUV is likely to be priced somewhere around Rs 25 lakh. Not just Mahindra, the Tata Avinya EV could challenge the upcoming TESLA Model 3, which is expected to arrive in our market later this year or next year. 

Tata will first launch a 5-seater Sportback with SUV design elements. For people not in the know, the Avinya concept debuted in April 2022. This concept previews the brand's future design language for a premium electric vehicles range. This model will debut Tata's "Gen 3 architecture."

Previous reports reveal that Tata Motors is planning to produce around 24,000 units of the premium Avinya electric sportback per annum. At the 2025 Bharat Mobility Global Expo, Tata showcased the Avinya X concept that previews the brand's future e-SUV. The new model could be offered with 5, 6 and 7-seat layout, and the 3-row model could be the flagship model in the Avinya electric brand line-up. The third-gen Tata platform is likely to be based on JLR's EMA platform. It is reported that the homegrown UV maker is also developing two more body styles - a 4.4 meter long SUV and a larger 4.9 meter luxury UV.

Tata EV and ICE verticals to merge

It is expected that Tata Motors could merge the current electric vehicle (EV) business with the Internal combustion engine (ICE) vehicles vertical in the future. Both will fall under the Passenger Vehicle vertical.

Also See - New Gen Kia Seltos - Hot Details Revealed