Tata Passenger Electric Mobility (TPEM), a subsidiary of Tata Motors, has unveiled its TATA.ev stores, dedicated solely to serving the needs of electric vehicle (EV) customers. These stores, situated in the prominent auto hubs of Sector 14 and Sohna Road in Gurugram, are set to welcome the public starting January 7, 2024.
Tata.ev: Elevating EV Retail
The company envisions these TATA.ev outlets as the exclusive retail destinations for its current EV lineup comprising the Nexon, Tiago, and Tigor EV models, intending to transition away from traditional showrooms within the next 2-3 months.
Aligning with the evolving trends in the automotive industry, TPEM is extending its new brand identity, TATA.ev, to its inaugural physical sales and service experiences. These innovative showrooms are meticulously designed around the fundamental principles of sustainability, community engagement, and technological advancement. They serve as a testament to the core philosophy of ‘Move with Meaning,’ offering a welcoming and immersive environment tailored for the EV community.
Tata.ev: Green Showroom Innovations
The expansive 50,000 square-feet outlet in Sector 14, Gurugram, epitomizes a contemporary design ethos. It features multiple floors adorned with green spaces, relaxation areas, and digital vehicle configurators. This design approach specifically targets the digitally savvy young car buyer, facilitating a seamless journey from identification and shortlisting to the purchase of the ideal vehicle.
The showrooms prioritize eco-consciousness, utilizing predominantly recycled or recyclable materials, many of which hold certifications for sustainability from global green certifiers. Moreover, a concerted effort was made to source materials locally, significantly reducing reliance on long-distance transportation with high emissions.
These spaces aren’t merely transactional; they’re envisioned as hubs for shared experiences. Visitors are encouraged to explore Tata EVs and also to engage in community-driven activities. Such as enjoying coffee from Blue Tokai, connecting with fellow EV enthusiasts, and participating in events.
Integrating digital elements thoughtfully, the stores aim to empower and inform visitors without overwhelming them. Interactive screens offer testimonials from current owners, address common misconceptions about EVs. And present customization options while providing personalized welcomes to families taking delivery of their EVs.
TPEM’s EV Leadership
With a dominant market share of over 71% in the 4-wheeler EV segment. TPEM continues to showcase its innovative edge by introducing cutting-edge technologies and products. Having achieved the milestone of selling 100,000 EVs, the company remains committed to setting new standards in the EV sector. Emphasizing connectivity, design, performance, and safety across its electric vehicle range. Embracing a focus on community, sustainability, and technology, TPEM is spearheading the transformation of transportation’s future.
Official Statements
Commenting at the inauguration of the new showrooms. Shailesh Chandra, MD, Tata Motors Passenger Vehicles Ltd., and Tata Passenger Electric Mobility, said, “With insights gathered from over 1 Lakh Tata EV customers, we understand that the EV consumers seek a different kind of customer experience. The new flagship showrooms are the first physical manifestations of this brand philosophy. And we have mapped the customer journey accordingly.”
“These showrooms are not just about retailing EVs but they become TATA.ev community centres in Gurugram. Starting with two showrooms today and with many more that we plan to bring in the next 12-18 months, we intend to drive positive change in the industry with a focus on e-mobility.”
According to Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd. “Every aspect of the in-store experience has been reimagined at TATA.ev stores. Digital, physical, and human elements come together in harmony to deliver a uniquely memorable car-buying experience. Our home of electric has been designed to be warm and welcoming, friendly and fun.”