Vivek Srivatsa: Ushering in an age of electric mobility with intelligence and intent

As India’s EV landscape evolves, Tata Motors, is steering the shift with its user-first tech, and performance-driven vehicles. In this conversation, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., talks to TURN OF SPEED (TOS) about changing user behaviour, the growing appeal of black-coloured SUVs, and why purposeful tech is the future of electric mobility.

TOS: What insights have emerged regarding user behaviour between the launch of the Curvv.ev and the Harrier.ev, considering how distinct the two models are?

VS: One key insight is that once customers transition to electric vehicles, their overall driving increases—typically by about 30%. This is likely because cost becomes less of a concern; users don’t worry as much about incremental expenses. Moreover, EVs are generally less stressful to drive, especially in traffic. With conventional cars, people often hesitate to get back on the road after a long day, but with EVs, that reluctance diminishes.

Another significant trend we’ve observed is in charging behaviour. Initially, 97% of EV users relied on home charging. However, there’s now a clear upward trend in highway charging. If you look at a map of EV usage in India, there’s a remarkable expansion. With the exception of certain forested regions in the Northeast and central Chhattisgarh, most of the country is well covered. Our internal mapping shows a dramatic increase in EV penetration, with smaller towns often appearing more saturated than major cities. These two trends—greater usage and the growing charging infrastructure—stand out as the most notable shifts.

TOS: Your ‘Dark Edition’ and ‘Stealth Edition’ have been a departure from the typical EV colour palette. What was the thinking behind this move?

VS: We first introduced the ‘Dark Edition’ around 2020, and it was our first foray into offering a true black finish. Once we committed to that, we went all in — everything from the alloy wheels to interior elements followed the dark theme. Since then, the ‘Dark Edition’ has become a core part of our portfolio. In cities such as Mumbai, for instance, every third Nexon.ev that you see is likely the ‘Dark Edition.’ It’s proven to be popular — we’re currently selling around 400–500 units monthly, despite its INR 75,000 price premium. Customers appreciate the premium styling. For models such as the Harrier and the Safari, nearly 50% of sales come from the ‘Dark Edition’ and the ‘Stealth Edition’ has only taken things further. So, naturally, the Harrier.ev had to include it.

Indian consumers have shown a clear preference for bold, distinctive colours, quite unlike the subdued, pastel-toned EV palettes often seen in Europe. We also offer shades such as ‘Empowered Oxide,’ which caters to people with a preference for understated taste.

Ultimately, we cater to our customers wants.

TOS: Can you describe the typical buyer profile for the Harrier.ev?

VS: The Harrier.ev appeals largely to individuals who currently own compact or mid-sized SUVs, or those who have upgraded from an entry-level vehicle to a mid-sized hatchback or sedan. These are customers likely making their second or third vehicle purchase.

If you track the evolution of the market, about a decade ago the mid-sized hatchback segment was dominant. Then came the rise of compact SUVs. Today, the mid-sized SUV segment has emerged as the largest in the automotive space. Similarly, the average purchase price has shifted upward—from around INR 6 lakh ten years ago to about INR 10 lakh today—and it’s only a matter of time before INR 15 lakh becomes the new norm.

Given this trajectory, the high-SUV segment is poised to become the most significant in terms of volume. So we’re targeting not just a certain mindset—affluent and aspirational—but also the most expansive customer base. Typically, the Harrier.ev buyer is someone with eight to ten years of driving experience, possibly a business owner or an executive professional looking for a premium and intelligent electric vehicle.

TOS: What was the strategic thinking behind introducing a performance-focused Harrier.ev?

VS: There were two primary motivations. First, EVs have traditionally been positioned around efficiency—low operating costs, ease of driving, and comfort-oriented features. That’s what early adopters were looking for. However, there’s another side to electric vehicles: performance. Globally, EVs are often purchased for their superior performance capabilities.

Secondly, there was a clear gap in our portfolio—specifically, the absence of a 4×4 or all-wheel-drive offering. Since phasing out the Hexa in 2019, we hadn’t reintroduced a vehicle with such capabilities. With the Harrier.ev, we saw the perfect opportunity to bridge that gap using modern, digital architecture. Instead of investing in traditional all-wheel drive systems, which involve costly and heavy mechanical components like rear axles and independent suspensions, we opted for a digitally controlled all-wheel drive setup—what we call Quad Wheel Drive—using electric motors.

This approach not only reduces complexity and weight but also unlocks a range of advanced features. It’s an elegant, future-ready solution. So, with the Harrier.ev, we wanted to reframe how people perceive EVs—not just as economical, but as high-performance, high-capability vehicles. It also allowed us to finally answer a long-standing customer question: “When is Tata bringing back a 4×4?” 

TOS: What is the technology that Tata customers are expecting in their EVs today?

VS: We’ve become increasingly mindful of offering technology that genuinely enhances the driving experience—not tech for tech’s sake. The emphasis is on features that improve safety, comfort, or convenience in everyday use.

Take, for instance, our Autopark Assist system. In a country like India, where tight parking situations are common, this feature can make a real difference. Another example is the eIRVM. While it functions as a digital rear-view mirror, it also doubles as a dashcam—a device that’s seeing a huge rise in demand due to growing concerns over road safety and incidents. With this integration, we’ve effectively merged two important functions into one practical solution.

The philosophy of purposeful tech for the user has guided the development of the Harrier.ev and this will extend to our future EVs. Our aim is to provide innovation that customers can use and appreciate every single day.

Even in infotainment, we’ve evolved. Our research shows that the first thing many Indian drivers do upon entering the car is play music. So, we’ve worked on elevating that experience too. We prioritize tech that adds genuine value, thoughtful enhancements that improve the user experience from the very first drive.

TOS: The 540-degree camera feature is quite intriguing. Is it derived from Jaguar Land Rover’s technology?

VS: It is very India-specific. It was designed with local conditions in mind. I recall Anand [Kulkarni], Chief Product Officer, Tata Motors, sharing a video in which a dog, sleeping underneath a car in a residential building, was tragically run over because the driver had no visibility below the vehicle. In India’s increasingly congested spaces, enhanced situational awareness is vital.

So, we extended our existing 360-degree camera system by adding more cameras and sophisticated algorithms to offer a full 540-degree view. The system can now detect and alert drivers about objects or living beings beneath the vehicle. It’s another example of tech tailored for our needs. 

Similarly, we’ve fine-tuned our ADAS (Advanced Driver Assistance Systems) specifically for local driving behaviour. ADAS systems abroad tend to be hyper-sensitive—for instance, braking automatically if a car comes within five feet. In India, drivers are comfortable manoeuvring within two or three feet of other vehicles. A rigid application of ADAS systems from other countries can actually be counterproductive here, sometimes triggering abrupt braking and potentially causing rear-end collisions. So our system incorporates higher tolerances and is optimized for Indian conditions. This level of localization has been a major focus across the Harrier.ev’s feature set.

TOS: What are your plans for expanding access to EVs, particularly for urban residents?

VS: The key lies in improving public charging infrastructure. Encouragingly, we’re already seeing progress. Many new residential developments in urban areas are now being constructed with community charging solutions in place. These include either centralized banks of chargers or designated charging areas within apartment complexes.

At present, every EV we sell includes a charger, which gives consumers the impression that they must have one charger per vehicle. But that’s not really necessary. If users have reliable access to charging—whether near their homes or at their workplace—it’s more than sufficient for daily needs.

The other major advancement is in charging speed. A few years ago, charging a car fully could take four to five hours. Today, with the evolution of fast charging technology, users can top up their battery in just 15 to 30 minutes without affecting battery health. Fast charging can now be used regularly without compromising long-term battery performance. This shift toward “opportunity charging” makes EV ownership far more convenient and adaptable, especially in densely populated cities. We’re moving quickly in the right direction, and access will only continue to improve.

TOS: You introduced a ‘Lifetime Warranty’ on the Harrier.ev. Can you elaborate on what that actually covers, given the finite charge cycles of EV batteries?

VS: By “lifetime,” we mean the duration for which the original owner retains the vehicle.

TOS: And what happens when the vehicle is sold?

VS: If it goes to the second consumer, there’s slight change of terms there, but we will still take care of them.

TOS: When can we expect the pricing announcement for the other variants?

VS: Very soon—we’re targeting the end of this month for the official announcement.