Tata Motors Passenger Vehicles (TMPV) has announced its decision to adopt the Freelander platform, developed by Jaguar Land Rover's (JLR) Chinese joint venture partner Chery, for its ambitious Avinya luxury electric vehicle (EV) brand. This move is set to establish Avinya as a global passenger vehicle brand, extending TMPV's reach into the near-luxury automotive segment.
Strategic Platform Selection for Avinya
The choice of Chery's Freelander platform came after a thorough assessment of available technologies across the Tata Group, JLR, and Chery. Shailesh Chandra, Managing Director and CEO of Tata Motors Passenger Vehicles, explained the rationale during the automaker's Investor Day 2026 on June 23. He highlighted the need for a high level of technical maturity and sophistication required for Avinya, which marks TMPV's first foray into the luxury EV market.
"The Cherry-JLR partnership has been strong, and when we were exploring Avinya, our first entry into the luxury electric vehicle segment, we wanted to be sure on the technical maturity, the level of tech which was required was of different level, and therefore we had started working with JLR on that, especially on the Freelander platform, and for that we were exploring platforms, you know, within JLR, Cherry, and us. And eventually we froze on the Freelander platform, which was being taken forward by Cherry," said Shailesh Chandra.
Beyond a Rebadge: Tata's Customization Approach
While the underlying architecture for Avinya originates from the JLR-Chery collaboration, Tata Motors Passenger Vehicles will undertake significant work to customize the vehicle. This includes proprietary design, comprehensive vehicle integration, localization of components, and manufacturing processes. Chandra emphasized that this approach ensures the final product aligns with Tata's brand identity and customer expectations.
The goal is to deliver a product that boasts stunning design, significant road presence, an indulgent premium cabin experience, and technology that meets luxury segment standards, all with a high degree of maturity.
Synergies Across the Tata Ecosystem
The development of Avinya also underscores growing synergies between Tata Motors Passenger Vehicles and its British subsidiary, JLR. Both entities are poised to benefit from Agratas, the Tata group's dedicated battery venture. Furthermore, plans are in place to leverage the broader supply ecosystem to optimize costs and enhance efficiency. JLR's established global retailer relationships and market expertise are expected to play a crucial role in supporting Avinya's international expansion and growth.