Tata Passenger Electric Mobility, a branch of Tata Motors responsible for managing the electric vehicle (EV) sector, has initiated a rebranding effort and now goes by the name “Tata.ev.”
The novel brand identity integrates both the “Tata” and “ev” titles, with the “ev” part enclosed by a dot and circle. This transformation was initially introduced with the introduction of the Tiago EV model, which prominently showcases the “.ev” emblem on its exterior. Notably, the Tata.ev brand exclusively encompasses passenger electric vehicles and excludes the company’s range of commercial electric vehicles.
Vivek Srivatsa, Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility Ltd., highlighted the rebranding as a shift into a new era. He emphasized that the new brand identity reflects the company’s commitment to accelerate the adoption of eco-friendly mobility solutions, emphasizing sustainability, community, and technology. The brand’s essence is characterized as compassionate, authentic, stimulating, and conversational—a unifying concept for those interested in making a positive impact on the world.
The revamped brand identity was developed in partnership with Landor & Fitch, a global firm specializing in brand revitalization. Alongside the new brand name, Tata has unveiled a fresh tagline, ‘Move with Meaning,’ encapsulating the sustainability focus underpinning the Tata.ev enterprise.
The logo’s design encompasses an orbit circling the “.ev,” symbolizing how Tata.ev operates within a cyclic ecosystem of human and environmental interaction, all directed towards a brighter future. The branding components will prominently feature the Evo Teal color.