Tata Altroz electric to launch in 2020, will cater to a unique customer base

Tata Motors’ third electric car is defined – the Tata Altroz electric hatchback – and it will release in 2020.

ETAuto has reported that the company will introduce the Altroz EV to customers who are different to the Nexon electric. The company is designing vehicles that are differentiated for use by personal buyers and the fleet.

Talking to the publication, president of electric mobility Shailesh Chandra said the company’s zero-emissions division has identified the four archetype of customers in India – those who place impetus on health and fitness, technology geeks, car owners who are low-maintenance seekers and finally, a ‘wannabe EV owner’ that wants a “brag value” for owning an EV. While Chandra doesn’t say it, the high-priced Hyundai Kona and the MG eZS would fall both under the second and last category. The marketing strategy and the rollout plan for the Nexon were finalized through this study.

The story’s author Ketan Thakkar notes that Tata Motors will sell over 1,000 units of its electric vehicles this fiscal year (it currently has the Tigor EV on sale in big metros that goes mainly to the government and fleet) and the plan is to double the volume next fiscal with the launch of the Nexon EV and the Altroz EV. The Nexon EV will be launched next month and is expected to outsell the ‘Sportback’ eventually.

Chandra says that with the launch of high-range EVs Nexon electric and the Altroz electric, underlying factors are becoming positive and the personal segment could draw as much volume as the fleet. The company currently enjoys a 40% share in the EV passenger segment where Maruti is notably absent.

He adds that there was no need for “convincing or pushing game” with the personal car customer as the Nexon electric and the Altroz electric have the required performance, connectivity, features and range. As these cars are based on Tata’s B+ segment offerings, they come loaded with all the expected safety and creature comforts.

Tata Altroz electric – Styling, Features, Range & Price

Coming to the Tata Altroz electric, expect it to sport the Nexon’s permanent-magnet AC motor that develops 129 PS and 245 Nm, powered by the 30.2 kWh liquid-cooled lithium-ion battery that can be charged to 80% in 60 minutes through a DC fast charger and to 100% in 8-9 hours through a 15 amp household socket. 0 to 100 kmph acceleration should take about 9.5 seconds. The Nexon’s “best-in-industry dust and water proof battery pack” that meets IP67 standards, fitted with the impact resistant battery casing and supports charging through regenerative braking could see a mild improvement before it goes into the Altroz EV.

The Altroz electric sits on the AgiLe Light FLeXibLe Advanced’ (ALFA) Architecture and will be positioned as a premium urban car. The somewhat unrealistic concept showcased at the 2019 Geneva Motor Show sported a modern aero command center with a cockpit-like theme featuring premium materials. The twin display setup and the electric parking brake could prove expensive for the hatchback, so expect to see a smaller screen, an instrument cluster with a small digital display and a conventional handbrake lever on the Altroz EV.

The cost of the Nexon EV for personal buyers is going to be in the INR 15-17 lakh (ex-showroom) range, while the Altroz EV is likely to come at around INR 1-2 lakh cheaper, we estimate.

Under the FAME scheme, the fleet customer of the Nexon electric will get a little over INR 3 lakh subsidy. This puts the electric variant about 3 lakh over and above the fully-loaded XZ+ petrol version, and the same maybe expected for the Altroz EV.

[Source – auto.economictimes.com]