It's not about 'if' consumers will buy an EV but 'when': Vivek Srivatsa, Tata.ev

At the e4m Auto Marketing Summit 2025, Vivek Srivatsa, Chief Commercial Officer of Tata.ev, delivered the keynote speech, sharing the remarkable story of how Tata Motors transformed India's perception of electric vehicles. The journey began with scepticism and ‘toy-like’ EVs two decades ago and has now culminated in a mature market where the question is no longer if consumers will buy an EV, but when.

2018 was a turning point for electric vehicles when the Indian government, driven by concerns over fuel import costs and carbon emissions, issued a tender for EVs for government employees. Displaying remarkable agility, Tata Motors accomplished what seemed impossible - developing an EV in just four months, compared to the industry standard of three years. The initiative served as a crucial testing ground, providing valuable feedback that would shape the future of India’s EV market.

The real breakthrough came in early 2020 with the launch of the Nexon EV, which Srivatsa described as ‘the benchmark that moved India towards Electric Mobility’. The vehicle offered powerful performance and silent operation at just one-tenth the cost of driving a petrol car and just about 20% higher in price.

However, success brought its challenges. Rising battery prices, profitability concerns, and scepticism about EV safety and environmental benefits required a robust marketing response. Tata Motors leveraged the strength of the Tata conglomerate for a collaborative effort that brought together various Tata companies to address EV challenges comprehensively.

Tata Motors’ strategy to promote EVs significantly involved ground-level marketing efforts, where the company ran extensive educational campaigns. The company also orchestrated dramatic demonstrations, such as a Kashmir to Kanyakumari run, to prove the capability and reliability of their EVs.

The strategy paid off. At this year's Bharat Mobility exhibition (formerly Auto Expo), every manufacturer launched EVs, validating Tata's early commitment to the technology. With the category maturing, Tata is evolving its marketing approach to embrace advanced digital strategies, including creating customer cohorts and CDP-driven marketing.

Reflecting on their journey, Srivatsa emphasised that Tata Motors' success wasn't just about product development or technology. "It's about how it was marketed in a very different manner to develop trust in a very intense category," he explained. "Auto buying has been very much about comfort level - you buy a brand you're comfortable with. To manage this transition at this scale for a very challenging category, solid good marketing has gone behind it."

As India continues transitioning to electric mobility, Tata’s early vision and comprehensive marketing approach have established its leadership in the EV sector, reshaping the entire automotive industry's direction toward a more sustainable future.