Currently reading: Tata to use JLR's EMA platform for premium electric cars

Electric SUV platform – to be used by next Discovery Sport and Evoque – will underpin new brand Avinya's EVs

Indian giant Tata’s new luxury electric car brand will use the EMA SUV architecture of JLR (Jaguar Land Rover) to underpin a range of upcoming models.

Tata's Avinya brand was introduced with a self-titled concept in April 2022. It majors on interior space and flexibility, with a long wheelbase and swivelling front seats, and melds a coupé-SUV silhouette with MPV-typical features.

Tata pitched the concept as a preview of a new generation of electric models, promising the ability to gain around 310 miles of charge in just 30 minutes – although it added that this will depend on infrastructural developments.

As previously reported by Autocar, the EMA platform will also underpin the next-generation Range Rover Evoque, Range Rover Velar and Land Rover Discovery Sport.

It will offer 800V electricals, enabling rapid charging that is anticipated to peak at rates of around 350kW. The platform’s batteries, meanwhile, will be supplied by Tata’s new plant in Bridgwater, Somerset, which is scheduled to come online in 2026.

Range Rover Velar and Discovery Sport render – front quarter

JLR CEO Adrian Mardell today told Autocar that EMA will be used by Avinya under a licensing agreement with Tata Passenger Electric Mobility (TPEM).

Mardell said: “TPEM have decided to use the technology that we're developing both in terms of the EMA architecture, our electrical architecture and our battery packs to produce their own range of premium BEV vehicles at their plant in India. So it's them producing their vehicles [using] our intellectual property.”

Tata Avinya concept – side

Back to top

He added that the deal had “no relevance” to the Halewood plant, which will produce the new EMA-based Evoque, Velar and Discovery Sport. Nor will it affect any of the firm’s other UK or mainland European production plants. It is not expected that the Avinya cars will be sold in Europe.

JLR’s third-quarter financial statement, published today, clarified that the deal struck between JLR and TMEP was a memorandum of understanding with an indeterminate royalty fee.

The deal will also include JLR offering engineering services to accelerate the pace of Avinya’s development. The new brand’s line-up – confirmed to comprise a “vehicle series” rather than a lone model – is targeted for a 2025 launch.

Charlie Martin

Charlie Martin Autocar
Title: Editorial assistant, Autocar

As part of Autocar’s news desk, Charlie plays a key role in the title’s coverage of new car launches and industry events. He’s also a regular contributor to its social media channels, providing videos for Instagram, Tiktok, Facebook and Twitter.

Charlie joined Autocar in July 2022 after a nine-month stint as an apprentice with sister publication What Car?, during which he acquired his gold-standard NCTJ diploma with the Press Association.

Charlie is the proud owner of a Fiat Panda 100HP, which he swears to be the best car in the world. Until it breaks.

Join the debate

Comments
10
Add a comment…
Commenter 4 November 2023
Rover is effectively a blank canvas brand as all categories they previously sold in are low volume niches. Avinya sounds too Indian to sell at high price in UK. Using Rover with its advanced jet engine heritage makes it easier to reinforce ownership of brand before it expires.
Commenter 4 November 2023
Rover is effectively a blank canvas brand as all categories they previously sold in are low volume niches. Avinya sounds too Indian to sell at high price in UK. Using Rover with its advanced jet engine heritage makes it easier to reinforce ownership of brand before it expires.
TStag 2 November 2023
They should sell it here, via no longer needed Jaguar dealers as a Rover, underpinned by the Land Rover brand
rmcondo 3 November 2023
TStag wrote:

They should sell it here, via no longer needed Jaguar dealers as a Rover, underpinned by the Land Rover brand

Subject to high product quality and service, combined with competitive pricing, this could facilitate a potentially successful relaunch of the Rover brand outside core Tata markets. Further Tata brand engineered Tata models could follow to produce an EV-only range

crewe_dave 3 November 2023

While that sounds fantastic on paper can you imagine Rover relaunching with a Tata vehicle after the Cityrover debacle?

 

That hving been said I cant see why they dont use Rover for smaller EVs unless they have decided that there simply isnt the profit in those and that the only way to beat the Chinese is to climb higher.