TATA.CARS New Brand Identity
TATA.CARS will become the new consumer-facing identity for Tata’s passenger vehicle business, covering cars, SUVs and EVs under a unified brand experience
Tata Motors Passenger Vehicles has unveiled TATA.CARS, a new consumer-facing global brand identity for its passenger vehicle business. Along with the new identity, the company has introduced a new brand promise, ‘Nothing’s Too Far’, and previewed how the transformation will extend beyond advertising to dealerships, digital platforms and service touchpoints.
This is not a renaming of Tata Motors Passenger Vehicles Ltd. Instead, TATA.CARS will function as the customer-facing master brand spanning Tata’s expanding portfolio of hatchbacks, sedans, SUVs, electric cars and future mobility products.
Tata Motors will upgrade their dealerships
Tata Car Dealerships To Get Premium New Look
One of the more interesting aspects of the TATA.CARS announcement is the transformation planned for Tata’s retail network. Images shared by the company preview a considerably more modern and premium-looking dealership format carrying prominent TATA.CARS branding.
The concept uses a cleaner exterior design, large glass surfaces and extensive use of Tata’s new blue visual theme. The dealership showcased by Tata also appears to accommodate ICE and electric vehicles within a common retail environment.
TATA.CARS and Tata Motors PV
This is significant considering how Tata’s passenger vehicle portfolio has evolved over the past few years. Models such as Punch, Nexon, Curvv, Harrier and Safari have pushed the company further upmarket, while Tata also has one of India’s widest electric passenger vehicle portfolios. The revamped dealership identity appears designed to bring the retail experience closer to the positioning of these newer products.
Why TATA.CARS?
Tata says customers will eventually experience the TATA.CARS identity across digital channels, retail environments, service touchpoints and brand communications. According to the company, the new name takes inspiration from something customers have been doing for generations – simply referring to its vehicles as a “Tata car”. TATA.CARS formalises that familiar association while providing one identity for the company’s complete passenger vehicle portfolio.
Social media handles changed to TATA.CARS
The new brand language is built around a visual concept called Parallel Pathways, inspired by the geometry of Tata’s ‘T’ and lines seen on roads. Other elements include a new Ambition Blue colour, a bespoke Parallel Display typeface and a new sonic identity. The broader objective is to establish a consistent experience throughout the customer journey, starting from vehicle discovery and purchase and continuing through ownership, servicing and future mobility services.
Tata Logo And Company Name Remain Unchanged
Importantly, the introduction of TATA.CARS does not mean Tata Motors Passenger Vehicles is changing its corporate identity. Tata Motors Passenger Vehicles Ltd. will remain the legal entity and the name will continue to be used for statutory, regulatory and investor-related communication. The familiar Tata ellipse badge used on vehicles will also remain unchanged.
Individual vehicle brands such as Nexon, Punch, Curvv, Harrier and Safari will continue as before. TATA.CARS essentially sits above these products as the new consumer-facing umbrella identity.
One Identity For ICE And Electric Cars
Tata has confirmed that the new TATA.CARS consumer-facing identity will span hatchbacks, sedans, premium SUVs, electric vehicles and future mobility solutions. Tata Motors says its passenger vehicle business now has the trust of more than seven million customers. The company has also expanded significantly from its traditional small-car presence into SUVs, premium SUVs and electric vehicles.