In a major step towards providing a differentiated and meaningful customer experience, Tata Passenger Electric Mobility $($TPEM$),$ a subsidiary of Tata Motors, launched its new brand identity $$ TATA.ev $$ for its burgeoning EV business. Unveiled in August $2023,$ the new brand philosophy of $$Move with Meaning$$ is built

on three pillars $$ sustainability, community and technology.

The business imperative

Spurred on by rising consumer demand, the proliferation of green grids and charging infrastructure, TPEM believes that the Indian EV market is poised for significant growth. With three models currently on offer $$ Nexon.ev$,$ Tigor.ev and Tiago.ev $$ TPEM already commands over $71\%$ of the market share in the four$-$wheeler EV segment. While the company sold over one lakh EVs in nearly four years, it is now well on its way to an annual volume of one lakh. EV sales currently account for $14\%$ of Tata Motors$$ total sales in the passenger vehicle segment and the company expects it to increase to $20\%$ in the next three years and at least $50\%$ by $2030.$ Plans include launching $10$ EVs by FY$26.$

Driving a movement

Since the launch of Tata Motors$$ first mainstream, consumer$-$oriented EV $$ Nexon EV $$ in January $2020,$ there appeared a clear demarcation between those preferring EVs and those purchasing internal combustion engine $($ICE$)$ vehicles. Adopters of EVs are willing to pay a higher premium $($the Nexon EV$,$ for instance, costs ~$25\%$ more than its base ICE counterpart$)$ as they are $$very conscious about the cost of driving, and sensitive to how the planet is evolving,$$ says Mr Vivek Srivatsa, Chief Commercial Officer, TPEM. $$For many people, purchasing an EV is the first step towards a sustainable lifestyle.$$

$$We also noticed that EV buyers are united by the cause, and prefer to be among like$-$minded people, calling upon others from the community when in need of help,$$ adds Mr Srivatsa. $$More than $60\%$ of EV customers discuss products and join forums to engage with others on sustainability and socially relevant activities,

compared to just $5\%$ of ICE customers.$$ TPEM used this insight to make community development a core part of its brand building and customer experience strategy. $$The brand personality we developed is humane, honest, invigorating, and conversational $$ a rallying point for those curious about having a better impact on

the world.$$ In June $2023,$ the company launched Evolve, a customer$-$engagement platform, designed exclusively for its EV owners. Going forward, Evolve will include discussion forums and provide activities like experiential drives, exchange and upgrade programmes, and participation in community$-$benefiting projects. $$Our EV consumers want to do their bit for the environment, but they also want the brand to help them do it$,$ says Mr Srivatsa. $$Through this platform we will help our customers make a difference. As an individual, it is difficult; but if we

empower you to do it as part of a group, you can do a whole lot more. These are aspects we will drive as part of our community development.$$

Design thinking

TPEM has formulated a three$-$step rollout plan for the TATA.ev brand identity.

Brand design: A new, futuristic brand logo and design identity was developed, keeping sustainability at its core and reflecting TPEM$$s focus on premiumisation. The result combines the iconic TATA emblem with $.$ev$,$ that is placed in an orbit that symbolises circularity $$from carbon to carbon,$$ as Mr Srivatsa puts it $$ or

the nature of the ecosystem that nurtures the interaction between humanity and the environment.

Retail design: TPEM is working on pilots of EV$-$exclusive stores that are built completely around the new brand experience and design. The stores will provide end$-$to$-$end support with product purchase and after$-$sales service, while also functioning as community centres. The buzz amongst dealers is encouraging.

Platform and website: A new website is in the works for both ICE and EV vehicles. The EV e$-$commerce platform will be live by January $2024$ and will cater to the entire gamut of customer requirements $$ extended test drive requests, bookings, car configurations, finance and more. TPEM is also considering adding functionalities that are more desirable to EV customers, like a time$-$bound subscription service that operates like car leasing, but with an all$-$inclusive approach.

Building Community Centers:

Another extension is in the brand$$s retail space. So far, TPEM has borrowed space in existing Tata Motors ICE dealerships to showcase its EVs. But the brand rethink has necessitated the creation of a distinct sales network with flagship premium outlets to exclusively showcase the entire range of EV products. Two pilot stores have opened in Gurugram, and there are plans to enhance coverage significantly over the next five years.

Basis above case study EXAMINE TPEM$$S NEW MARKETING STRATEGY FROM A SUSTAINABILITY POINT OF VIEW BY APPLYING A SUITABLE SUSTAINABLE MARKETING PRINCIPLES FRAMEWORK