Tata Motors to Use QWD Branding for Future AWD SUVs

Tata Motors is all set to bring a fresh identity to its all-wheel drive (AWD) technology with a new brand name – QWD (Quad Wheel Drive). This branding will appear on upcoming Tata SUVs, starting with the recently launched Harrier EV.

Vivek Srivatsa, Chief Commercial Officer of Tata Motors’ Passenger Electric Division, confirmed that QWD would serve as the umbrella term for the company’s AWD systems. However, the branding might be adapted slightly across different models to suit their unique positioning. This approach is similar to how Suzuki offers layered AllGrip branding with Auto, Select and Pro versions.

QWD Balances Off-Road Capability with On-Road Performance

Unlike some competitors who focus either on off-road ruggedness or smooth on-road driving, Tata Motors aims to strike a balance with QWD. Srivatsa explained that QWD is designed to provide both off-road capability and enhanced on-road acceleration and handling.

He highlighted that Indian customers expect versatility from their vehicles, and QWD aims to meet this demand. Whether tackling rough terrain or cruising on highways, Tata’s AWD system is being engineered to perform well in both scenarios.

Tata Harrier EV QWD Variant to Drive 20 Percent Sales

The Harrier EV marks the return of four-wheel drive technology to Tata’s lineup after a gap of more than five years since the Safari Storme. The new QWD system uses two electric motors — one on each axle — offering enhanced traction and control.

Tata Motors has predicted that the QWD-equipped Harrier EV will contribute about 20 percent of total Harrier EV sales. This is a bold expectation, as traditional internal combustion engine (ICE) 4x4 variants typically account for only a small share of the market.

Srivatsa attributes this optimism to the superior capabilities of electric AWD systems. The Harrier QWD is said to deliver better torque, faster response times, and greater driving precision compared to conventional mechanical 4x4 setups.

Future of AWD in Tata’s Electric Lineup

The full potential of QWD will depend on customer response and pricing. Currently, Tata has only revealed the price of the base Harrier EV variant with a 65kWh battery. The QWD version will feature a larger 75kWh battery, details of which are yet to be announced.

With QWD, Tata Motors is not only reviving four-wheel drive in its SUV range but also setting new benchmarks for performance and versatility in the electric vehicle space. As the Indian EV market evolves, QWD could become a key differentiator for Tata’s future electric SUVs.

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