Tata Motors adopts Tata.cars as new identity for PV business

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. The new identity will progressively appear across showrooms, digital touch points, after-sales and service operations, and marketing communications.

1. Tata.ev to continue as a sub-brand under Tata.cars
2. Tata Motors Passenger Vehicles to remain as the registered legal entity
3. 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 also introduces 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 start updating its dealerships with new interiors over the next few months. The new brand identity will be used across its products, technology, customer experience and markets. Customers will gradually see Tata.cars across sales and service outlets, while the company will continue to use Tata Motors Passenger Vehicles for corporate and regulatory purposes.

With inputs from Ketan Thakkar.