Tata Curvv.EV Launched, Set To Disrupt The Market

Tata Motors has entered the competitive mid-sized SUV segment with the launch of the Curvv.EV and its internal combustion engine (ICE) counterpart. The electric version is aggressively priced, starting at Rs 17.49 lakhs ex-showroom for the base variant, with the top-of-the-line long-range variant priced at Rs 21.99 lakhs. This marks Tata’s first foray into the mid-sized SUV segment, bridging the gap between the Nexon and the Harrier.

Tata is aiming to gain a foothold in the mid-sized SUV segment with the Curvv, as it is the fastest-growing segment with products from Hyundai, Maruti Suzuki, Toyota, Honda, Kia, JSW MG Motors, and Citroën joining soon. This segment has completely replaced the executive sedan segment. Tata is coming in aggressively with the widest choice of powertrains, including two petrol models, the only diesel in India with a dual-clutch gearbox, and an EV, which is only the second model in this segment.

The Curvv.EV is available in several variants, with introductory ex-showroom prices starting at Rs 17.49 lakh for the Curvv.ev 45 Creative, Rs 18.49 lakh for the Curvv.ev 45 Accomplished, and Rs 19.29 lakh for the Curvv.ev 45 Accomplished +S. The higher-end variants include the Curvv.ev 55 Accomplished at Rs 19.25 lakh, the Curvv.ev 55 Accomplished +S at Rs 19.99 lakh, the Curvv.ev 55 Empowered+ at Rs 21.25 lakh, and the Curvv.ev 55 Empowered+A at Rs 21.99 lakh.

Tata offers two battery pack options for the Curvv.EV: a 45 kWh version promising 502 km of range, and a larger 55 kWh variant claiming 585 km of range as per ARAI testing. Tata states that this is their fastest EV to date, capable of accelerating from 0-100 km/h in less than 8.6 seconds, thanks to its 123 kW motor (equivalent to about 164 bhp). Addressing range anxiety, Tata claims that users can travel from Bengaluru to Chennai without needing to charge the car, a distance that reflects the impressive range figures of the Curvv.EV. Additionally, the car can be charged for 15 minutes to provide 150 km of range.

For the ICE versions, Tata is offering three powertrain options: two 1.2-litre petrol engines (the existing Reventron and the new Hyperion), along with a 1.5 GDI diesel engine. Pricing for these variants will be announced on September 6, while bookings for the EV will open on August 12. The ICE variants also feature the Tata DCA gearbox, which uses AI and ML to adapt to the user and a wet clutch for reliability.

The Curvv features a distinctive coupe-like design with a sloping roofline, LED headlights, and 16-inch alloy wheels providing over 190mm of ground clearance. The vehicle is well-equipped with a range of features including Level 2 ADAS with over 20 features, a 360-degree camera system, a 12.3-inch infotainment screen with Tata.Arcade, and the latest iteration of Tata’s IRA connected car suite. Additionally, it boasts a 9-speaker JBL audio system with subwoofer (320 watts), six airbags, and various safety features including ESP and hill hold assist. Other notable features include a panoramic sunroof, electrically adjustable driver’s seat, ventilated seats, and all-round disc brakes.

The Curvv.EV supports fast charging, with Tata claiming a 10-80 per cent charge time of less than 45 minutes when using a 70 kW or higher charger. It also offers vehicle-to-load capability and features a front trunk (frunk) in addition to its 500-litre rear cargo area.

With this launch, Tata Motors aims to strengthen its position in the electric vehicle market while also catering to traditional ICE customers in the mid-sized SUV segment. Executives have stated that they have entered the segment to win and have priced the EV variants of the Curvv competitively, in line with automatic transmission variants of the ICE vehicles in the segment. It already has the Punch EV, Tigor EV, Nexon EV and after the Curvv.EV, it is also expected to launch an EV version of the Harrier.

Data from the government’s Vahan website shows that from April 2023 to March 2024, India saw the purchase of 1,665,270 EVs, including both two-wheelers and four-wheelers. Tata Motors alone sold 1.5 lakh EVs, dominating the space with a total of 1,67,173 EV four-wheelers sold in India. The mid-SUV segment clocks around 680,000 units a year and contributes around a third of the overall SUV volumes. Currently, the Hyundai Creta leads the mid-sized SUV segment in India.

The direct rival for the Curvv is the MG ZS EV, which ranges from Rs 20.22 lakhs to Rs 26.63 lakhs. Other competitors include Tata’s own Nexon EV, priced between Rs 15.36 lakhs to Rs 20.71 lakhs, and the Mahindra XUV 400 EV, priced between Rs 16.52 lakhs to Rs 18.82 lakhs. Electric vehicle sales registered a staggering 55.2 per cent on-year growth at 1,79,038 units in July, driven by a massive 96 per cent jump in e-two-wheeler sales, as per the Federation of Automobile Dealers’ Association (FADA). The total electric vehicle sales for July 2023 were at 1,16,221 units.