Last month, Tata Motors sold 5,355 units of electric vehicles (including international business) compared with 5,465 in October 2023
New Delhi: Amid a crisis in the electric vehicle (EV) market, Tata Motors Limited has decided to double down its electric vehicle ambitions with the rollout of Tata.ev showrooms. These showrooms are built to improve the experience of the customers and address the specific needs of electric vehicle buyers in a crowded market. The outlets were initially launched in six locations-two each in Gurgaon and Kochi and one each in Thrissur and Kannur.
Despite the slowdown in the electric vehicle (EV) market, the company remains committed to expanding its Tata.ev showrooms in a phased manner. It is optimistic that these dedicated outlets will drive growth in sales of battery-powered vehicles.
While talking to Moneycontrol, Vivek Srivatsa, chief commercial officer of Tata Passenger Electric Mobility, the Electric Passenger Vehicle arm of Tata Motors said, “The Tata.ev showrooms have been designed keeping in mind the specific needs of EV customers. We have added many elements in the store that would support us in addressing customer queries end to end, helping pass on learning and understanding of the EV technology, thereby enabling faster EV adoption.”
It is important to note that Tata’s franchisee partners have started retailing the electric variants of Punch, Tiago, Tigor and Nexon at its EV outlets. Now, the company has also accommodated Currv EV (also available in the ICE version).
Srivatsa said this new retail strategy is allowing the company to make the EV purchase as a “high involvement” process. “It is the beginning of a relationship where, throughout the customer ownership cycle, we will be in touch with them. The focus here is more on the overall experience, and higher conversions are just an outcome of the same,” Srivatsa said.
Declining Sale:
Last month, the company sold 5,355 units of electric vehicles (including international business) compared with 5,465 in October 2023. Furthermore, its EV retail market share fell from 74 percent in October 2023 to 58 percent in October 2024, according to the data provided by the Federation of Automobile Dealers Associations (FADA).