Indian automobile giant Tata Motors showcases the Harrier EV in a production avatar and leads the country’s EV segment with a sound performance.
Tata Motors has also revealed the India-ready version of the Harrier EV, strengthening the automaker’s case for EVs in India. The vehicle was unveiled at the Bharat Mobility Show 2025, where it demonstrated its capabilities at a test track in Pune. This milestone strengthens the company’s objective to pave the way for innovation and sustainability in India’s EV ecosystem.
Upcoming Model
While Tata Motors was eager to reveal the Harrier EV’s production-ready avatar, it did not divulge any information regarding its specifications or pricing. But it did say the Harrier EV would have “high levels of automation and robotics” in the manufacturing process, which suggests an end to a tedious process. Focussing on futuristic production technologies, this reaffirms the commitment of Tata Motors to the making of tomorrow-ready green vehicles with world-class engineering.
EV Leadership
Tata Motors has been a heavyweight in India’s electric vehicle sector for some time now. With a skin-thin market share of more than 70% in the electric four-wheeler space as of mid-2024, the company has always stayed ahead in the league of the EV shell type running in the country. While Tata Motors has made significant investments in EV manufacturing, it has also laid a solid foundation in the form of charging stations to promote the adoption of electric vehicles in the country. This infrastructure includes charging stations, service centers, and a growing number of partnerships focused on promoting the transition to electric mobility.
Expanding Range
To remain competitive while keeping its head of the pack, the company’s plan relies on the development of a multitude of electric vehicles across a broad spectrum to ensure that it can accommodate its customers’ varying needs. Ever since its launch in India, the Tata Nexon EV has been one of the best-selling electric SUVs in the country due to its impressive range, performance and value for money. This has been possible, primarily, because Nexon EV is a competitively priced, thoroughly convincing electric car for those switching from ICE to EVs. The Nexon EV has also shared in that winning formula, and the Tata Tiago EV fills a gap as well, providing an entry-level electric hatchback for those whose budgets prefer to take in the sins of city driving.
Fleet Solutions
In the fleet segment, Tata Motors has had immense success with the Tigor EV. Fleet customers have already made this electric sedan a hit based on its reliability, low cost, and green credentials. This usability, along with the performance prowess of the Tigor EV, makes it an eco-friendly and cost-effective solution for commercial applications, fortifying Tata Motors’ dominance in the electric vehicle arena. Fleet vehicles (especially electric) are increasingly being used as organisations make the effort to reduce their carbon emissions and save money on operational costs.
Declining Market Share
Nonetheless, the trend in its popularity, particularly in the electric vehicle arena, has plummeted considerably since September 2024. This decrease is attributed to multiple reasons, such as intense rivalry with other players like MG Motor, who launched the MG Windsor, a vehicle that managed to woo a good number of customers and disrupt Tata’s dominance in the electric four-wheeler market.
Fierce Competition
India’s electric vehicle market has turned cut-throat amid a surge in automakers hoping to take advantage of growing demand for less polluting vehicles. MG Motor has entered the electric vehicle space, giving consumers a new and attractive option to choose from, against the Tata, aka Windsor. This has resulted in a positive shift in consumer preference towards Windsor, as it has been widely commended for its next-gen features, design, and performance. To remain competitive, Tata Motors needs both innovation and customer satisfaction, especially as competition heats up.
Subsidy Impact
Additionally, the end of the FAME 2 subsidy, which offered financial benefits for electric vehicles, is also to blame for Tata Motors’ shrinking market share. Sales have been affected by the end of the subsidy, especially in the fleet segment, with companies hoping to switch to electric vehicles now deprived of state help. Fleet volumes have also slowed, which has impacted Tata’s sales numbers. Tata is following these developments closely as the government scraps old guidelines and helps to formulate new ones for the EV sector in India.
Shifting Preferences
Tata Motors’ recent struggles have also been due to changing consumer preferences in addition to changes in government policy and increased competition. Consumers demand newer models with more and better features — better technology, improved performance, and a more stylish look. Tata Motors, on the other hand, may be so long in the tooth as an electric vehicle market leader that it has fallen behind some of the new trends. Sources say the company is focusing on rolling out new models with more innovative appeal.
New Models
Now, Tata Motors has taken things a couple of steps further by introducing the Curvv. The Curvv EV was launched to attract owners looking for SUVs, and given how futuristic and tech-savvy its design is, Tata is a winner in that excellence. It is also a step towards greater premium EV penetration and an SUV footprint for Tata.
Harrier EV Launch
The Harrier EV is a larger vehicle in the form of an SUV, targeted at buyers seeking a bigger electric vehicle experience with high performance. Now that the production-ready version of the SEVEN has been confirmed, it’ll be joining the electric SUV bubble.
BaaS Strategy
Some competitors, including MG Motors are even looking to tap into Battery-as-a-Service (BaaS), but Tata Motors has ruled that out for now. The firm is now focused on other innovations to establish itself in the EV market.
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