Mumbai/ New Delhi: Despite the low penetration of electric vehicles in India’s passenger car segment at present, the segment is poised for growth this year. Capitalising on this opportunity, Tata Motors on Tuesday launched its third EV, the Harrier SUV, built on its dedicated pure EV architecture– Active.EV+. ETAuto has learnt that the automaker has set an internal annual sales target of 50,000 units for the Harrier EV.Tata Motors initially introduced the Nexon, Tiago, and Tigor EVs on its first-generation architecture, which was adapted from internal combustion engine (ICE) platforms. However, the company has since shifted to a Gen-2 or pure EV architecture, which claims to offer greater flexibility in drive configurations, battery formats, and chemistries. The Punch EV was the first model launched on this dedicated EV platform, followed by the Curvv.
Launched at an introductory price of ₹21.49 lakh (ex-showroom), the Harrier EV features a Quick-Wheel Drive (QWD) dual-motor setup enabling all-wheel drive and delivering a peak torque of 504 Nm. The front motor produces 158 PS, while the rear generates 238 PS, allowing the SUV to accelerate from 0–100 km/h in 6.3 seconds. It supports fast charging, offering 250 km of range in just 15 minutes. The motors are supplied by Tier-1 majors Schaeffler and Tata AutoComp.
The vehicle comes equipped with six terrain modes and off-road assist, and introduces Tata Motors’ advanced SDV architecture, t.idal, which runs on 500 million lines of code. Safety is prioritised with over 20 Level 2 ADAS features, including Adaptive Cruise Control, Lane Keep Assist, and Autonomous Emergency Braking, alongside seven airbags, all-wheel disc brakes, ESP with i-VBAC, hill descent control, and tyre pressure monitoring.
In conversation with ETAuto, Anand Kulkarni, Chief Products Officer, Head of HV Programs and Customer Service, Tata Passenger Electric Mobility said the Harrier EV based on evolving consumer trends like YOLO (You Only Live Once) and FOMO (Fear of Missing Out), reflecting a desire to try new experiences. The vehicle is positioned as a “third space” beyond home and work, where users can recharge and reconnect.
With the launch of this model, Tata Motors is seeking to regain its lost market share, as it faces stiff competition in the EV space from its rivals, particularly JSW MG Motor and Mahindra & Mahindra. Although it still remains a market leader in the segment, the auto giant has seen its share decline from around 71 per cent in FY24 to 54 per cent in FY25. EV penetration in the segment currently stands at around 2.5 per cent.
Innovations in battery tech
The automaker remains cautious about exploring alternative battery chemistries like sodium-ion technology. Kulkarni noted that while sodium-ion batteries are promising due to safer, more abundant materials, initial interest was driven by high lithium costs. With lithium prices stabilising, the urgency around sodium-ion has lessened.
From a global standpoint, he sees fully sodium-ion-powered vehicles unlikely to hit the market for at least a few more years. Cost remains a critical factor, and shifting economics often reshape the direction of such conversations. Nevertheless, he emphasised the importance of continued investment in technical innovation, particularly as energy density–one of sodium-ion’s main limitations– continues to improve with ongoing R&D efforts.
Addressing the concept of Battery-as-a-Service (BaaS), Kulkarni noted that while it remains a viable option if there is sufficient demand, the prevailing sentiment among Indian consumers leans toward battery ownership. “Indian customers typically prefer to own the battery,” he said.
Although a lower upfront price through BaaS might appeal to a niche segment, he emphasised that it is not the dominant expectation in the market. “Price difference may attract some customers, but overall, ownership remains the preferred model.”
EV trajectory
Kulkarni noted that there has been a clear reduction in range anxiety and increasing acceptance of EVs among the customers in India. He highlighted that Tata Motors EVs have collectively covered 8 billion kilometers across over 200,000 vehicles. While daily drives once averaged 40–45 km in short trips, usage has evolved to 75–80 km per trip, with EVs now used more frequently than comparable ICE vehicles.
He also revealed that the company is also working on the new Avinya platform. However, he did not share any specific details.
Reflecting on the evolving competitiveness of the Indian EV industry, he noted that the landscape has changed significantly over the past five years. “Back then, my answer would have been very different. But today, as a country, we’ve developed real expertise.” A key enabler has been the push for deep localisation, which has helped build critical competencies and a robust supply ecosystem.
He also highlighted a defining characteristic of the Indian market– its high sensitivity to cost. “This has driven local engineers to innovate and engineer world-class products that meet demanding cost targets, even at low volumes,” he said.
As a result, India is now capable of producing highly credible, competitive EV solutions tailored to its unique needs. “While the future remains uncertain, I am confident that we will not be left behind,” he said.
