Tata Avinya to be underpinned by JLR’s EMA born EV platform

As part of accelerating its transition to electric vehicle, Tata Motors has announced a strategic collaboration with its marquee brand Jaguar Land Rover to share the latter’s born-electric Electrified Modular Architecture (EMA). This EMA architecture will be used for its upcoming premium EV Avinya, said, P B Balaji, Group CFO of Tata Motors.

1. Tata Avinya due in 2025 to use JLR’s EMA born electric platform
2. To be shared with next-gen Evoque, Discovery Sport from JLR’s stable
3. Will be localised to keep costs competitive

Tata Motors and JLR sign MoU for EMA platform

Tata Passenger Electric Mobility Ltd (Tata’s electric vehicle subsidiary) and Jaguar Land Rover have signed a Memorandum of Understanding (MoU) for the licensing of JLR’s Electrified Modular Architecture (EMA) platform for a royalty fee (including electrical architecture, electric drive unit, battery pack and manufacturing know-hows) for the development of Tata’s upcoming born-electric vehicles.

Balaji explained that this is part of Tata Motors strategy to transition eventually to skateboard EVs – or Gen 3 products. “If you recollect, we had shared our plans of having Gen 1 – converted architecture, Gen 2 – flexible ICE and BEV architecture and Gen 3 – pure EV architecture. When we looked around for a platform for pure EVs, we realised that for Avinya, which was always planned to be premium, JLR architecture fits well,” added Balaji.

He also elaborated that Avinya will not just be a car, but an architecture which is likely to spawn a family or range of electric vehicles in the future. The Avinya concept was first showcased in 2022, and right from the onset, Tata Motors had plans of going global with it. It will therefore be significantly more premium than any of Tata’s existing vehicles, perhaps with similar positioning as its counterpart from JLR.

“It will reduce our development time, advance Tata Motors into advanced electrical and electronic architecture and prepare the brand for the future autonomous vehicles. It is a significant win-win strategy for both Tata Motors and JLR,” added Balaji.

JLR’s EMA architecture: what is it?

JLR had first announced the born-electric EMA architecture back in 2021 that’s to spawn the next-generation Velar, Evoque and the Discovery Sport. Of these, the Velar will be the first to arrive and is due for its debut by late 2024.

Jaguar Land Rover’s EMA platform will be designed from the outset to accommodate advanced driver assistance systems and extensive cloud connectivity. JLR claims it will be capable of communicating with other cars and infrastructure, such as traffic control networks. The EMA platform is “engineered around the battery” with its flat floor allowing for maximum interior space. It will also be able to accommodate batteries of different chemistries.

In addition, the platform is claimed to allow for Software Over The Air (SOTA), Level 2+ autonomy and Feature Over The Air (FOTA) capabilities. The EMA platform will feature a highly integrated propulsion system with cell to pack battery technology, battery management and charging system. Further, the platform will also be eligible for 5-star safety rating and ultrafast charging technologies for high performance vehicles.

JLR’s EMA architecture to be localised

When the first batch of vehicles based on the EMA platform go into production from late 2024 onwards, it will initially be produced at JLR’s Halewood plant in the UK. Originally opened by Ford, the plant is already undergoing a conversion for production of battery electric vehicles. However, with the Avinya series of models that’s due from 2025, Tata Motors will be localising the EMA architecture here in India to keep costs competitive while still bearing a premium positioning.

This then is the second major joint project announced by Tata Motors and JLR. The Harrier and Safari SUVs are based on the Jaguar Land Rover Freelander D8 platform. However, the partnership on the EMA for a full vehicle development program is a major step up in level of collaboration between Tata Motors and JLR.

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