In a significant move toward accelerating its transition to electric vehicles (EVs), Tata Motors has announced a strategic collaboration with its marquee brand, Jaguar Land Rover (JLR). This collaboration centers around sharing JLR’s cutting-edge born-electric Electrified Modular Architecture (EMA), which will be a pivotal element in the development of Tata’s upcoming premium electric vehicle, the Avinya.
**Collaboration for Electric Vehicle Advancement**
Tata Passenger Electric Mobility Ltd, Tata’s EV subsidiary, and Jaguar Land Rover have entered into a Memorandum of Understanding (MoU) to license JLR’s Electrified Modular Architecture (EMA) platform. The licensing agreement encompasses various aspects, including the electrical architecture, electric drive unit, battery pack, and manufacturing know-how, and it comes with a royalty fee. This partnership signifies Tata’s commitment to expanding its electric vehicle offerings and advancing its EV capabilities.
**A Strategic Move Towards Next-Generation EVs**
P.B. Balaji, the Group CFO of Tata Motors, explained that this collaboration aligns with Tata’s strategy to transition to next-generation electric vehicles, often referred to as Gen 3 products. Gen 3 vehicles are built on a dedicated EV platform, and Tata has recognized the compatibility of JLR’s EMA architecture with its premium EV vision, the Avinya.
Balaji emphasized that Avinya represents not just a single vehicle but an entire architecture that could potentially give rise to a family or range of electric vehicles in the future. The Avinya concept, initially showcased in 2022, was designed with a global outlook, and it’s positioned to be significantly more premium than Tata’s existing vehicle lineup, potentially aligning with the offerings from its JLR counterpart.
**JLR’s Electrified Modular Architecture (EMA): A Technological Marvel**
Jaguar Land Rover introduced the born-electric EMA architecture in 2021 as the foundation for the next-generation Velar, Evoque, and Discovery Sport. Among these, the Velar is set to make its debut by late 2024. The EMA platform is engineered around the battery, featuring a flat floor that maximizes interior space. It is designed to accommodate advanced driver assistance systems and extensive cloud connectivity, facilitating communication with other vehicles and infrastructure.
The EMA platform also boasts several technological advantages, including Software Over The Air (SOTA), Level 2+ autonomy, Feature Over The Air (FOTA) capabilities, and a highly integrated propulsion system with cell-to-pack battery technology, advanced battery management, and charging systems. Moreover, it is expected to meet the highest safety standards and will support ultra-fast charging technologies for high-performance EVs.
**Localizing EMA Architecture for Cost Competitiveness**
While the initial production of EMA-based vehicles will take place at JLR’s Halewood plant in the UK, Tata Motors plans to localize the EMA architecture in India for the Avinya series of models. This localization strategy aims to keep costs competitive while retaining the premium positioning of the vehicles.
This partnership represents a significant milestone in the collaboration between Tata Motors and Jaguar Land Rover, following their earlier joint project that led to the development of the Harrier and Safari SUVs, based on the JLR Freelander D8 platform.
The collaboration with Jaguar Land Rover’s Electrified Modular Architecture underscores Tata Motors’ commitment to advancing its EV offerings and transitioning to a new era of electric mobility.
As the automotive industry continues to embrace electric vehicles, Tata Motors’ strategic alliance with JLR positions them as key players in the transition toward a sustainable and electrified future. The Avinya, leveraging the EMA platform, is set to be a flagship in this journey, offering consumers an innovative and premium electric driving experience.
