Why Tata opted for JLR’s EMA platform for its born EVs

Tata Motors recently announced a new collaboration with Jaguar Land Rover to share the latter’s born-electric Electrified Modular Architecture (EMA) for its Avinya range of vehicles. The EMA platform not only gives Tata Motors the opportunity to exploit a premium, global architecture for the Indian market but also allows JLR to tap into some cost benefits.

1. JLR’s EMA platform to be localised in India
2. Partnership to provide cost benefits for both brands
3. First Tata model based on EMA due in 2025

JLR’s EMA optimises cost for both brands

Speaking to our sister publication Autocar Professional, Shailesh Chandra, managing director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, admitted having evaluated multiple platforms, including doing a grounds-up skateboard architecture, before finalising on JLR’s EMA.

With the EMA platform, Tata’s Avinya range of vehicles will have a decidedly premium positioning that’ll be higher than any of company’s current crop of vehicles.

“We thought that while our positioning is going to be different from JLR, it unleashes a big opportunity for us to offer new age features. This is thanks to a mature electrical and electronic architecture developed by JLR, which will really improve the reliability, predictability and the future readiness of this platform, including the battery technology,” said Chandra.

Tata Motors will be paying a royalty fee to JLR for using the platform, but importantly, it will be localised for India to keep costs competitive. “We will be localising the platform that will give us a cost advantage and offer an opportunity for JLR to tap into some of these cost benefits. At the same time, JLR’s negotiation with its suppliers will offer high-tech components at a competitive price. So, there is benefit on both sides,” said Chandra.

EMA to help reduce EV development times

So far, Tata Motors has had the first mover advantage in direct ICE to EV conversions, and going forward, it will be important to maintain that momentum with its born-electric EVs, especially since Mahindra’s upcoming XUV.e and BE range of EVs are due around the same time (late 2024), and so is Maruti’s first EV for the Indian market, the eVX.

“Most importantly, given the maturity of the platform, it helps us reduce the time to market. Therefore, there are multiple benefits of working together,” confirms Chandra.

JLR’s EMA platform was first announced in 2021 and has already been under development for a couple of years now. In fact, the first vehicles to be based on this platform from JLR’s stable – the next-gen Velar, Evoque and Discovery Sport – are slated for debut from late 2024 onwards, following which Tata will debut the first vehicle from the Avinya series sometime in 2025.

This partnership on the EMA for a full vehicle development program will be the second collaboration between the two brands, which have previously collaborated on JLR’s D8 platform for the Harrier and Safari.