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Tata Motors on Tuesday launched the Harrier EV, its most advanced electric SUV to date, as it seeks to revive momentum amid declining EV market share and rising competition from Mahindra and JSW MG Motor.
Launched at a starting price of Rs 21.4 lakh (ex-showroom), the Harrier EV is very competitively priced, becoming India’s first mass-market electric SUV to offer all-wheel drive (AWD) and a claimed range exceeding 600 km.
Built on Tata’s Acti.ev Gen 2 platform, the Harrier EV features a dual-motor QWD (Quad Wheel Drive) system and marks the company’s return to AWD in the passenger vehicle space. “We are not just targeting EV intenders; we want all SUV buyers,” said Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd. “This product lets us compete with ICE automatics on price and beat them on capability.”
The launch comes at a time when Tata Motors’ EV market share has declined from over 70% to just above 50%, amid growing competition from Mahindra’s new-generation EVs—including the BE.6 and XUV.e9 (XEV 9e)—as well as JSW MG Motor’s Windsor EV. In May 2025, Tata’s EV volumes fell 14% year-on-year, while Mahindra surged over 300% and JSW MG crossed 4,000 monthly units, narrowing Tata’s lead significantly.
The company’s pricing strategy, Srivatsa said, follows calculations on price value proposition on the electric powertrain. “We have a certain hierarchy of products, probably we are the only one who have an entire range from under Rs 8 lakhs to now Rs 20 lakhs. We are focused on creating an unbeatable value proposition. Our focus was to attract all SUV buyers, not just the EV intenders, so that’s the approach,” he said.
With the Harrier EV, Tata aims to regain lost ground by targeting a more premium SUV audience. The model is positioned as a capable, feature-rich EV alternative to ICE SUVs, with AWD expected to account for 20% of total sales—a notable rise from the sub-5% share typically seen in ICE 4WD models.
The QWD system delivers over 500 Nm of torque and includes Rock Crawl Mode, off-road assist creep, and a new frequency-damped suspension, enhancing both off-road and on-road performance.
A 75 kWh battery is expected in top variants, while a 65 kWh single-motor FWD version is likely to follow. The vehicle also offers V2L and V2V charging, a flat-floor cabin, and improved cabin practicality.
Design updates include a blanked-off grille, aero-optimized alloy wheels, and vertical LED lighting elements. Inside, the Harrier EV gets a 12.3-inch touchscreen, 10.25-inch digital cluster, Level 2+ ADAS, seven airbags, panoramic sunroof, and JBL sound system.
“With so much change in EV technology, a familiar design helps ease the transition,” Srivatsa said. “Radical styling will debut with Avinya, but the Harrier EV is an evolutionary step.”
Tata plans to follow with the Sierra EV by March 2026 and Avinya-branded models 2027, as part of its strategy to defend its leadership in India’s fast-evolving EV market.
This article first appeared on Autocar
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