Tata Avinya X to Get Chery–JLR Freelander Platform

● Avinya to arrive in early 2027

● Expected to keep costs in control

Officially announced

The Tata Avinya X will make use of the Cherry-JLR Freelander EV platform. This was confirmed by Shailesh Chandra, MD and CEO of Tata Passenger Electric Mobility, during their investor day on June 23. This is a change-up from the earlier plan of Tata using JLR’s Electric Modified Architecture (EMA), which it had announced in 2023.

Keeping costs in control

The move is expected to bring down costs and also speed up the development of the vehicle for its market launch. Given the kind of pricing that Tata wants to achieve with the Avinya X, it is expected to localise a large chunk of the components. The car is expected to be manufactured at Tata’s recently acquired Ford plant outside of Chennai and could be Tata’s premium production hub.

The Avinya Game

Tata Motors unveiled Avinya several years ago as its dedicated premium battery electric vehicle (BEV) brand, showcasing the company’s vision for next-generation sustainable mobility. Since then, the Avinya concept has undergone multiple evolutions, with the automaker confirming that the Tata Avinya X will be the first production model launched in India. To support the premium positioning of the brand, Tata plans to establish exclusive showrooms and customer touchpoints featuring a boutique-style retail experience focused on personalization and customer engagement. The company has also announced a comprehensive phygital strategy, seamlessly integrating digital and physical interactions throughout the ownership journey. Scheduled for a market launch in early 2027, the Avinya X is expected to be one of the biggest attractions at the 2027 Bharat Mobility Expo, where it could emerge as the centerpiece of Tata Motors’ future EV portfolio.