Tata Motors has taken a bold step in the mid-sized SUV market with its new electric vehicle (EV), the Curvv SUV Coupe.
Priced from around Rs 17.49 lakh (Rs 1.75 million), the Curvv aims to challenge internal combustion engine (ICE) SUVs like the Hyundai Creta and Kia Seltos.
The Curvv will come in two battery configurations: 45 kWh and 55 kWh. Depending on the battery size, the SUV offers an impressive range of 502 km to 585 km on a single charge.
Tata Motors claims that the Curvv’s battery can achieve up to 150 km of range in just 15 minutes of charging.
A 10-80 per cent charge can be completed within 40 minutes, making it convenient for long drives.
Competitive pricing and market position
The Curvv EV is set to slug it out directly with the MG ZS EV. However, its pricing overlaps with other Tata models such as the Nexon EV, which ranges from Rs 14.49 lakh to Rs 19.49 lakh (Rs 1.9 million) and the Mahindra XUV400, priced between Rs 15.49 lakh and Rs 17.69 lakh (Rs 17.6 million).
Additionally, the Curvv is competitively priced against popular ICE models like the Hyundai Creta (Rs 11-20 lakh or up to Rs 2 million) and the Kia Seltos (Rs 10.9-20.37 lakh or up to Rs 2 million).
On September 2, Tata Motors will reveal the pricing for the ICE version of the Curvv.
Growth in the mid-SUV segment
The mid-sized SUV segment, which comprises around 680,000 units annually, now represents nearly a third of the overall SUV market.
Shailesh Chandra, managing director (MD) of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, said that while the automotive industry is experiencing modest growth, the mid-sized SUV segment is booming with an annual growth rate of over 20 per cent.
Chandra also noted that the recent slowdown in the EV market was partly because of the impact of the FAME II subsidy withdrawal on fleet sales.
However, personal EV sales remain stable, and Chandra anticipates a rebound in fleet sales as customers await the FAME III scheme.
Trends and insights
Chandra added that the Coupe body style is gaining popularity, driven by global travel and aesthetic preferences.
Tata Motors expects the Curvv to attract buyers looking to upgrade from smaller vehicles, with 60-70 per cent of customers being upgraders from sub-4 metre cars.
While some cannibalisation of the Nexon’s share is anticipated, its strong base of first-time buyers will continue to boost sales.
SUV market growth
The SUV category has seen significant growth, expanding from a 20 per cent share of the passenger vehicle market five years ago to over 50 per cent now.
This market is also becoming more fragmented with various segments — sub-compact SUVs (3.8 metres in length), compact SUVs (up to 3.99 metres), mid-sized SUVs (about 4.3 metres), and larger high-SUVs (4.5-4.6 metres and beyond).
Mid-sized cars have emerged as the largest segment among SUVs with over 33 per cent share of the market.
Sub-compact SUVs have a 20 per cent share, while compact SUVs account for around one fourth. The remaining market is divided between high SUVs and larger models.
E-Vroooom’s views
Tata Motors, absent from the mid-sized SUV segment until now, is entering a rapidly-growing market... with this bold move, the Curvv EV is poised to make a significant impact in this thriving segment, and could even near the sales of its prized Nexon in about a year or so, given the rise in aspiration levels.
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