With the electric cars becoming popular, more and more automakers are offering a product portfolio filled with cars which are both modern and feature packed. Tata Motors, the Indian automaker took an early lead during the EV wave of India and quickly became the highest selling electric car maker in the country.
With an elaborate product lineup in every segment and body shape, Tata Motors is still the biggest EV maker of the country with products like Tata Nexon EV, Tata Punch EV, Tata Tigor EV and soon to be launched Tata Harrier EV. But what differentiates Tata EVs from other carmakers?
We recently got in touch with Anand Kulkarni, Chief Products Officer, Head of HV Programs and Customer Service, Tata Passenger Electric Mobility Ltd. to discuss a wide range of topics, where he discussed how modern vehicles are becoming more 'Gadget' than just machines. Here's our conversation:
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Q: Modern vehicles are becoming more 'Gadget' than just machines. How do you see this change?
A: The definition of a modern vehicle is rapidly transcending beyond its function of mobility to an increasingly cutting-edge technology-driven experience. At TATA.ev, backed by our vast data pool of consumer insights and consumption pattern, we have been able to identify these early shifts in customer purchase behavior regarding longer-range EVs, enhanced safety, specs featuring innovative technology, and feature-rich vehicles, pivoting from traditional to modern technology.
We understand that the modern EV consumer is a tech-savvy yet environmentally conscious buyer. For them, their vehicle goes beyond just being a means of transport – they care deeply for an immersive experience while they are on the road. This also reflects on the spec sheets being offered by manufacturers for their new launches.
At TATA.ev for instance, we offer features like connected car technology as standard, fully digital infotainment screen and instrument clusters, all LED lights, V2V and V2L technology, and the Arcade.ev app suite across applicable models in our portfolio.
Features like these have allowed consumers in the mass-market to access technology that was once aspirational, but now made attainable due to a concerted effort of mainstreaming premium technology for consumers across cohorts.
Q: What is Vehicle-to-Load (V2L), and how is it beneficial for EV owners?
A: Vehicle-to-Load (V2L) is a technology that allows an EV to act as a portable energy source. It is a useful solution in the absence of traditional electricity sources and can be used in scenarios like camping trips or off-grid locations to power electrical camping equipment, and power tools and various consumer electronics.
Secondly, it serves as a backup during power outages at home, allowing individuals to run essential appliances or charge critical devices like laptops, phones, drones, etc.
Q: How has the in-car entertainment suite evolved over the years?
A: The user interface (UI) of modern car displays has become an integral part of the driving experience, offering enhanced connectivity and accessibility. The traditional infotainment screen and instrument cluster are now expected to work together in harmony, going beyond offering basic entertainment options to now presenting the user with a wealth of information such as warning for low tyre pressures, residual range, energy consumption, and navigation, transforming what was once analog into now a digital dashboard.
These screens have evolved over time to include cutting-edge features like displaying air quality levels, HD rear and 360-degree cameras, and seamless smartphone connectivity via Bluetooth, wireless Apple CarPlay, or Android Auto.
As the kick-starter of India’s EV revolution, TATA.ev is driving the charge to mainstream aspirational features across its offerings. This includes the introduction of India's first infotainment app suite – Arcade.ev, which offers over 15+ applications including YouTube, Prime Video, Hotstar, and games, further enriching the in-car experience.
With Arcade.ev, one can stream latest movies and sitcoms from top OTT platforms, powered by Harman and coupled with the JBL AudioworX system to make one feel like they are sitting in a movie theatre. And if one doesn’t want to watch, they can control a beach buggy on the infotainment screen by playing a video game on Arcade.ev. Notably, the app suite only works when the Nexon.ev is stationary, ensuring no distractions while driving the car.
Q: How TATA.ev is crafting "gadgets-on-wheels" to ease everyday commutes?
A: We firmly believe that an EV is essentially a gadget on wheels and embody this philosophy to the core. We've pioneered numerous features that were later adopted by others in the industry. From enabling extended driving range and upgrading features via over-the-air updates, to making connected car technology a standard across all personas, and introducing iVBAC for enhanced braking efficiency, in addition to the introduction of Arcade.ev – the first-ever app suite integrated into a vehicle – we've consistently delivered on our promise to bring premium features to our EVs.
With over 2 lakh Tata EVs covering over 5 bn KM on the road, we have been able to gather a vast pool of real-time data on vehicle performance, energy consumption, and even driving patterns, which – through the iRA.ev connected car application – allows us to show the consumer suggestions on how they can derive the optimal range out of their EV – therefore improving their ownership experience.
In addition to this, the application also offers smart connected car features like remote diagnostics and includes the TATA.ev charge-point aggregator and route planner, which enhances convenience for charging and navigation during commutes and long drives.
Q: How is TATA.ev making advanced EV technology accessible to all?
A: TATA.ev is making advanced EV technology accessible to everyone through a multi-pronged strategy focused on affordability, a wide product portfolio, and ecosystem development. With our diverse range of EVs across multiple body styles and battery options, TATA.ev caters to a varied spectrum of Indian consumers with price points spanning from INR 7.99 to INR 22.22 Lakh, fostering inclusivity and accelerating EV adoption.
By strategically pricing models like the Curvv.ev and Nexon.ev at par with their ICE counterparts, TATA.ev has also addressed the barrier of high initial acquisition costs, enhancing the value proposition of the two SUVs.
As India’s largest 4-wheeler EV manufacturer, with over 2 Lakh Tata EVs on the road covering over 5 bn KM, TATA.ev has the first mover advantage of understanding the market dynamics of the EV category to democratise electric mobility in India. To achieve this, we are prioritizing rigorous cost optimization for our complete value chain and implementing increased localisation measures.
The fact that the Nexon.ev 45 with a 45 kWh battery pack and superior features was launched at the same price in 2024 as that of the first Nexon.ev in 2020, which was introduced with a 30 kWh battery pack is a key reference to how increased localisation has helped the industry evolve. As EV technology continues its rapid progress, we are confident in our efforts towards mainstreaming electrification and continue making EV technology accessible to all.