Tata Motors Unveils New Brand Identity for Electric Vehicles

Published ByTeam CarLelo

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2023-08-30

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Differentiates ICE and electric versions of the same model New logo unveiled Commercial EVs not covered yet

Indian auto giant Tata Motors has just announced that .ev will become the new brand identity for its electric vehicles business. The new .ev brand and nameplate will be used by Tata Motors’ Passenger Electric Mobility division. For the time being, it will not cover the automaker’s commercial electric vehicles. We take a closer look.

Tata.ev: Becomes a Sub-Brand

The .ev suffix was first introduced on the Tata Tiago EV, followed by the Tata Tigor EV. While both models used the .ev identity in their marketing communication, only the Tiago had a badge placed on its body. From now on, all-electric models will carry the .ev suffix while Tata.ev will become the overall brand identity.

Vivek Srivatsa, Tata Passenger Electric Mobility Head of Marketing, Sales and Strategy, stated “The dot signifies digitization that is a big part of electric mobility and Tata.ev thus announces our entering of a new era”.

The new branding will help in differentiating the ICE and electric versions of the same models. However, it is yet to be seen if the .ev branding will appear on its upcoming electric models. Srivatsa added, “It’s a brand identity we want to broadly take across but for now their (born EVs) eventual branding is not yet decided”.

Tata.ev: Logo Unveiled

Tata also unveiled the new logo for the .ev brand. It features the ‘ev’ wordmark that’s enclosed within a circle that begins and ends with the dot mark. The automaker says that this signifies the environmental-friendly circular ecosystem that the brand is progressing towards.

Tata Motors also added that they designed all of their new marketing materials by keeping an eco-friendly approach. This is why the prints use a white background to reduce ink usage while digital collaterals use a dark-mode version that uses a black base to reduce battery usage. The latter also has a small file size for fast downloads.

The current Tata Nexon EV model does not feature the new branding. However, the upcoming facelift is highly expected to get the new .ev suffix.

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