Tata Motors' EV chief outlines five-point strategy to maintain market dominance despite share dropping from 73% to 62% amid growing competition.
13 Feb 2025 | 10150 Views | By Prerna Lidhoo & Darshan Nakhwa
Despite its market share slipping to 62% in 2024 from 73% last year, Tata Motors, India's largest electric car maker, remains confident of retaining its leadership amid rising competition from players like JSW MG Motor India, Hyundai Motor India, and Mahindra and Mahindra.
Shailesh Chandra, Managing Director of Tata ...
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Despite its market share slipping to 62% in 2024 from 73% last year, Tata Motors, India's largest electric car maker, remains confident of retaining its leadership amid rising competition from players like JSW MG Motor India, Hyundai Motor India, and Mahindra and Mahindra.
Shailesh Chandra, Managing Director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility acknowledged the shifting market dynamics while continuing to be confident of retaining its pole position in the long term. “Yes, we will lose some market share in the short term," Chandra acknowledged. "But that's not the metric we're chasing. Our focus is on the fundamentals—on what it takes to be a sustained leader in this space."
Tata Motors' strategy rests on five core pillars—each carefully designed to solidify its position as a market leader, Chandra said.
1. A Portfolio That Covers Every Price Point
Tata Motors will focus on building the widest portfolio in the industry, covering every price segment from entry-level to premium EVs. But Chandra pointed out that this advantage truly shines when the market itself expands. “If the market isn't growing fast enough, you'll see internal cannibalization," he explained.
2. Catering to Gen Y & Gen Z Aspirations
The buyers of today—and more importantly, tomorrow—have drastically different expectations from their strategy. By 2030, Gen Y and Gen Z will constitute 85% of car buyers. "Their world is digital, connected, and aspirational. Our cars must not only meet those expectations but also be priced at the right sweet spot," Chandra said. This shift is shaping Tata’s product strategy, ensuring that every model aligns with the tech-first, lifestyle-driven preferences of younger consumers, he added.
3. Reliability & the Learning Curve Advantage
Adopting new technology isn’t just about innovation—it’s about making it work seamlessly in real-world conditions. Tata Motors already has a head start, with more than 10,000 EV customers collectively covering over 1 lakh kilometers each.That operational experience, Chandra said, translates into a deeper understanding of reliability—something new entrants will have to catch up on. “Everyone will have to go through the reliability curve in Indian conditions," he said.
4. A Focused Customer Experience
Beyond the vehicles themselves, ownership experience plays a crucial role in leadership. "Charging infrastructure is a major part of that equation. Tata EV Centers are set to expand aggressively, offering not just faster charging but a differentiated customer experience," Chandra said.
5. Expansion Beyond Metro Cities
India’s EV wave started in the big cities, which currently account for 40% of the market. But Chandra feels that the real growth engine is Tier 2 and Tier 3 cities, where adoption is accelerating at a much faster pace. "Our expansion strategy is clear—we will grow in both urban and non-urban markets, and not leave any market behind," he explained.
In an increasingly competitive market, Tata Motors maintains its long-term perspective. "We've built a deep understanding of the market, and these five fundamentals will ultimately decide who remains the long-term leader," Chandra concluded.