Quick Highlights:Tata Avinya to operate as a separate premium brand.First electric SUV launch planned for end of CY26.Dedicated showrooms and sales network planned.Avinya range to sit above the Harrier EV.Tata Avinya to Launch as a Separate Premium BrandTata Motors has officially confirmed that Avinya will be spun off into an independent premium brand , marking a major step in the company’s long-term electric vehicle strategy. The new brand will debut its first electric SUV towards the end of calendar year 2026 , based on the production-ready version of the concept showcased at the 2025 Bharat Mobility Expo .Unlike Tata’s current ICE and EV offerings, Avinya will have its own showrooms, sales channels, and customer touchpoints , separate from Tata and Tata.ev facilities.Dedicated Showrooms and Phygital Sales ModelTata has revealed that Avinya will follow a phygital retail model , combining digital-first experiences with physical showrooms. These outlets are expected to be smaller, more premium, and located in high-end areas , initially focusing on tier-1 and tier-2 cities .This mirrors Tata’s earlier strategy of separating its ICE and EV portfolios , including distinct design studios and service centers.Positioning in a Higher Market SegmentThe Avinya brand will be positioned above the upcoming Harrier EV , placing it in a higher-margin, lower-volume segment . This puts Tata directly against brands such as Skoda, Toyota, BYD, and Volkswagen , with Hyundai, Kia, and Honda also preparing premium EV launches in the same timeframe.Avinya will also face indirect competition from established luxury players like Mercedes-Benz, BMW, Audi, and Jeep .Backed by Global ExpertiseWhile ambitious, Tata’s move is supported by its strong EV foundation , a well-structured product hierarchy, and access to Land Rover and Jaguar’s global expertise . The Avinya brand is also expected to play a role in Tata’s broader international ambitions .Avinya X Concept: What to ExpectLeading the Avinya lineup will be the Avinya X SUV , first shown at the 2025 Bharat Mobility Expo . The production model is expected to retain key design elements such as:Coupé-style SUV silhouettePop-out door handlesWrap-around LED tail lampsAt launch, Avinya will be an EV-only brand , though ICE or hybrid models could follow later , in line with Tata Group’s broader product strategy.A Bold New Chapter for Tata MotorsWith Avinya, Tata Motors is making a bold leap into the premium space , signaling its intent to compete beyond mass-market EVs. If executed well, Avinya could redefine Tata’s brand image and strengthen its position in both the Indian and global automotive markets.