Tata Passenger Electric Mobility recently launched its new brand identity, TATA.ev, for the electric vehicle (EV) business. Along with the new identity, consumers can expect several changes.
Speaking to Storyboard18, Vivek Srivatsa, head of Marketing, Sales and Service Strategy at Tata Passenger Electric Mobility Ltd, says that the mindset of an EV vehicle buyer is more like a tech buyer than an automotive buyer. “So we thought that if we have to expand the EV business and appeal to more and more such customers, we need to have a fundamental change in the way we approach customer experience. Right from the website to the brand design to network service and beyond,” adds Srivatsa.
The branding will also serve to differentiate ICE and EV versions of the same model.
For their passenger vehicles, all Tata Motors EVs, including the likes of Nexon EV, are currently available in the Tata Motors showrooms …