Shailesh Chandra (left), MD and CEO , Tata Motors Passenger Vehicles Ltd, and Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd at the unveiling of Tata.cars
Tata Motors has unveiled tata.cars as the new customer-facing identity for its passenger-vehicle business after crossing seven million cars on Indian roads, bringing its products, dealerships, digital platforms and after-sales operations under a common brand umbrella, while retaining tata.ev as its electric-vehicle sub-brand.
The new architecture makes tata.cars the primary customer-facing expression of the passenger-vehicle business, while tata.ev, which the company has built into a distinct identity during its push to develop India’s electric-car market, will continue as a subset of the broader brand.
“While tata.cars will be the identity of our passenger vehicle business, tata.ev will continue to be the face of our electric vehicle business as a subset of the tata.cars brand,” Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, said at the unveiling.
The move gives Tata Motors a single identity spanning different powertrains and customer touchpoints without giving up the equity it has created around tata.ev. Tata said the new identity has been designed to work across products, technologies, experiences and markets, and will extend to retail, digital platforms, after-sales services and brand communications.
Seven-million springboard
The overhaul comes as Tata Motors Passenger Vehicles crosses seven million cars on Indian roads, a milestone Shailesh Chandra, CEO and Managing Director of Tata Motors Passenger Vehicles, described as a springboard for the company’s next chapter.
The company intends to reach more customers, strengthen its leadership in electric vehicles and elevate the retail and ownership experience as it moves into its next phase, Chandra said.
Its EV fleet has cumulatively travelled more than 1,500 crore kilometres, helping avoid over two million tonnes of CO2 emissions and saving more than 12 million barrels of fossil fuel, according to the company. Chandra said more than 30 EV models are now available in India, compared with a market characterised by limited customer awareness, charging infrastructure and supplier readiness when Tata began its electric push.
The tata.cars identity also introduces a new positioning, “Nothing’s Too Far”. Tata said the name draws on how customers commonly refer to their vehicles simply as a “Tata car”, while giving the passenger-vehicle business a distinct identity that can evolve across products and technologies.
Dealership makeover next
The change will move into Tata’s physical retail network over the next few months, with dealerships adopting redesigned façades, interiors and a new “Ambition Blue” visual identity.
The company is also introducing new typography, imagery and a sonic identity across customer touchpoints.
Published on August 27, 2026
