March 10th, 2025
Auto giant hopes new premium electric SUV will reclaim dominance as competitors like MG Motor chip away at its once-commanding 70% market position.
Tata Motors has unveiled the production-ready version of its highly anticipated Harrier EV, signaling an imminent launch as the company fights to maintain its leadership in India’s increasingly competitive electric vehicle market.
The electric SUV, first previewed at the Bharat Mobility Show 2025, was recently demonstrated on a test track in Pune where the company showcased its advanced capabilities through various driving maneuvers. While Tata has yet to reveal detailed specifications or pricing, the event highlighted the automaker’s extensive use of automation and robotics in the vehicle’s production process.
“The Harrier EV represents our commitment to expanding premium electric mobility options for Indian consumers,” said a Tata Motors spokesperson during the demonstration. “We’re focusing on bringing this sophisticated electric SUV to market with the quality and performance our customers expect.”
Market Leader Faces Growing Pressure
This launch comes at a critical time for Tata Motors. Since September 2024, the company has experienced a notable decline in its once-dominant market position, which previously exceeded 70% of India’s electric four-wheeler segment.
Several factors have contributed to this market share erosion. Competitors like MG Motor have introduced compelling alternatives such as the MG Windsor, which has resonated with EV buyers looking for fresh options. Additionally, the expiration of the FAME 2 subsidy program has led to decreased fleet sales, further impacting Tata’s numbers.
Industry analysts point to shifting consumer preferences as another challenge for Tata Motors. “Today’s EV buyers increasingly demand the latest features and technologies,” explains Rohit Sharma, Senior Automotive Analyst at Future Mobility Research. “While Tata pioneered affordable EVs in India, newer entrants are pushing innovation boundaries that Tata must now match or exceed.”
Expanding the Electric Portfolio
The Harrier EV joins Tata’s growing electric vehicle lineup as part of its strategy to regain market momentum. The company recently launched the Curvv EV, targeting the popular SUV segment with its distinctive styling and advanced technology package.
These new models complement Tata’s established electric offerings, including the bestselling Nexon EV, the affordable Tiago EV, and the fleet-focused Tigor EV. Together, they represent Tata’s multi-pronged approach to addressing various segments of the electric vehicle market.
Unlike some competitors, Tata appears hesitant to adopt battery-as-a-service (BaaS) models similar to MG Motor’s approach. Instead, the company continues to focus on conventional ownership structures while improving vehicle range and charging infrastructure.
Looking Ahead
The introduction of the production-ready Harrier EV demonstrates Tata Motors’ determination to protect its position as India’s electric vehicle pioneer. As competition intensifies and consumer expectations evolve, the company’s ability to deliver compelling products with competitive pricing will be crucial.
With the formal launch expected in the coming months, all eyes are on Tata Motors to see whether the Harrier EV can help restore the company’s market dominance and set new benchmarks for India’s rapidly developing electric vehicle ecosystem.
