Tata Motors announced Tata.cars as the new retail name for its passenger vehicle (PV) division on Thursday. Both internal combustion engine (ICE) and electric vehicle (EV) models will now come under Tata.cars umbrella brand. Tata.ev will continue as a sub-brand under the wider Tata.cars brand. This new identity will progressively appear across showrooms, digital touch points, after-sales and service operations, and marketing communications.
- Tata.ev to continue as a sub-brand under Tata.cars
- Tata Motors Passenger Vehicles to remain as the registered legal entity
- New principal colour and typeface are a part of the new identity
That said, the company’s legal identity and corporate structure remain unchanged. Tata Motors Passenger Vehicles will continue to be the registered legal entity for statutory filings, manufacturing plants, official contracts and regulatory obligations.
Tata Motors said the new identity formalises how Indian customers already refer to its passenger vehicles as “Tata cars”. “In many ways, Tata.cars is an identity that India has given us. Today, we formally embrace it,” said Shailesh Chandra, Managing Director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility. “The Tata name carries our heritage, our values and the trust earned over generations, while Tata.cars gives our passenger vehicle business a distinct, modern and future-facing expression,” he added.
Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, said the transition would also introduce a new visual and sensory system built around a design philosophy called Parallel Pathways. It includes Ambition Blue as the principal colour, a bespoke typeface called Parallel Display and a new sonic identity. Tata Motors will also begin updating its dealerships over the next few months with redesigned interiors and a new stainless-steel facade featuring louvred panels.
The new brand system has been designed to work across products, technologies, customer experiences and markets. While customers will increasingly encounter Tata.cars across sales and service channels, corporate and regulatory references will continue under Tata Motors Passenger Vehicles.
With inputs from Ketan Thakkar.