Tata Passenger Electric Mobility (TPEM), the Tata Group’s flagship auto company, will enhance its EV channel strategy.
In response to the growing demand for electric vehicles (EVs) in India, the country’s largest electric vehicle manufacturer, Tata Motors, will become India’s first traditional automaker with a dedicated electric vehicle showroom. Due to the consumer preference for powertrains, industry-wide sales of electric vehicles tripled in 2022.
The Tata Group’s flagship auto company, Tata Passenger Electric Mobility (TPEM), is finalizing its updated distribution channel strategy, including design, locations, and dealership numbers, according to trusted sources. The company plans to launch showrooms in six to 12 months. It has initial plans to open 10 stores in the top 10 Tier 2 cities, according to a source familiar with the matter.
Tata Motors currently sells 5 out of 6 EV vehicles sold in India, making it the dominant player in the sector. The company confirmed it was considering a retailer model that reflected its leadership in the EV segment, but declined to provide further details.
The move to establish a separate sales channel for electric vehicles is seen as a precursor to the company’s goal of doubling electric PV production between 100,000 and 110,000 in 2024. The company is expected to close its 23rd fiscal year with sales of over 50,000 units. To achieve this goal, Tata Motors is strengthening its presence in the EV market. Separate sales channels are a key part of this strategy. The cost of setting up its 6-7,000-square-foot showroom in a satellite city is estimated at ₹95-1 million, according to dealers. The company’s shortlisted major dealers have already signed rental/lease agreements with property owners. Showroom construction is expected to begin within a month after the company provides design and layout specifications.
Tata Motors establishing a separate EV sales channel is a significant development for the Indian EV market. As more consumers switch to electric vehicles, automakers must adapt to changing market dynamics to remain competitive. By leading the construction of its own electric vehicle sales channel, Tata Motors has established itself as a leader in this fast-growing market segment.
As a whole, this announcement shows Tata Motors’ commitment to driving electric mobility in India. Consumers can expect a more streamlined and efficient EV buying experience in the coming months as new sales channels go online, further increasing demand for these vehicles.
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