Tata Motors speeds EV transition with Jaguar Land Rover partnership
The Avinya leads, showcasing EMA capabilities, propelling brands to EV excellence.
In a bold move towards accelerating its transition to electric vehicles (EVs), Tata Motors, the renowned Indian automaker, has announced a strategic collaboration with its luxury brand, Jaguar Land Rover (JLR). This groundbreaking partnership aims to share the remarkable Electrified Modular Architecture (EMA) developed by Jaguar Land Rover, which is born electric and set to revolutionize the EV landscape. P B Balaji, the Group CFO of Tata Motors, confirmed that this EMA architecture will be at the core of Tata's upcoming premium EV model, the Tata Avinya, which is expected to hit the market in 2025.
The Birth of Tata Avinya
Tata Avinya is poised to be a game-changer in the world of electric vehicles. By leveraging Jaguar Land Rover's EMA platform, Tata Motors is not only embracing the future of sustainable mobility but also ensuring that the Avinya stands out as a premium offering in the EV market. This collaboration represents a significant leap forward in Tata Motors' commitment to innovation and sustainability.
Balaji explained that the decision to utilize JLR's EMA architecture for the Avinya was carefully considered. Tata Motors envisions a three-generation approach to its EV development strategy: Gen 1 with converted architecture, Gen 2 with flexible ICE and BEV architecture, and Gen 3 with pure EV architecture. The JLR platform seamlessly fits into the Gen 3 vision for pure EVs, ensuring that the Avinya will be an electric vehicle that sets new standards.
Beyond a Car: A Transformative Architecture
The Tata Avinya is not just another electric car; it represents a paradigm shift in automotive engineering. This revolutionary vehicle will serve as the foundation for a family or range of electric vehicles in the future. Tata Motors introduced the Avinya concept in 2022 with a global outlook. It is expected to be positioned as a premium offering, sharing the stage with its counterparts from Jaguar Land Rover.
This strategic collaboration is a win-win for both Tata Motors and JLR. It will reduce development time, propel Tata Motors into advanced electrical and electronic architecture, and prepare the brand for the era of autonomous vehicles. The future looks bright for both automakers as they join forces to lead the electric vehicle revolution.
Unpacking the EMA Architecture
Jaguar Land Rover's Electrified Modular Architecture (EMA) is a groundbreaking innovation that promises to reshape the automotive industry. Introduced in 2021, this architecture is set to underpin the next-generation models of JLR, including the Velar, Evoque, and Discovery Sport. The Velar, expected to debut by late 2024, will be the first vehicle to benefit from the EMA platform.
The EMA platform is engineered to accommodate advanced driver assistance systems and extensive cloud connectivity. It's designed to communicate with other vehicles and infrastructure, including traffic control networks, making it a pivotal player in the world of connected mobility. One of its standout features is the flat floor, which maximizes interior space, offering a more comfortable and spacious driving experience.
Moreover, the EMA architecture is compatible with various battery chemistries, making it adaptable to the evolving battery technology landscape. It boasts Software Over The Air (SOTA) capabilities, Level 2+ autonomy, and Feature Over The Air (FOTA) functionalities, providing a truly futuristic driving experience. Safety is paramount, with the platform eligible for a 5-star safety rating, ensuring that passengers are well-protected.
Not to be overlooked is the ultrafast charging technology integrated into the EMA platform, catering to high-performance electric vehicles. This technology will significantly reduce charging times, making electric vehicles more convenient and appealing to a broader audience.
Localizing the EMA Architecture
While the initial production of EMA-based vehicles will take place at JLR's Halewood plant in the UK starting in late 2024, Tata Motors has big plans for the future. The Avinya series, expected to hit the market in 2025, will see Tata Motors localizing the EMA architecture in India. This strategic move aims to keep costs competitive while maintaining the premium positioning of the vehicles.
A Pioneering Partnership
The collaboration between Tata Motors and Jaguar Land Rover on the EMA platform marks a significant milestone in the evolution of both brands. While the Harrier and Safari SUVs were based on the Jaguar Land Rover Freelander D8 platform, the EMA partnership signifies a new level of collaboration, with a focus on full vehicle development.
As both automakers join forces to embrace electrification, the future looks promising. Tata Avinya, with its premium positioning and cutting-edge technology, is set to make waves in the EV market. The EMA architecture from Jaguar Land Rover promises to reshape the automotive landscape, offering a glimpse into the future of connected, autonomous, and sustainable mobility.