TPEM and JLR Collaborate on Platform-Sharing Partnership to Expedite the Advancement of TPEM’s Avinya Premium Pure Electric Series


In a significant development in the world of electric mobility, Tata Passenger Electric Mobility Ltd (TPEM) and Jaguar Land Rover Plc (JLR), both fully-owned subsidiaries of Tata Motors Limited (TML), have recently inked a Memorandum of Understanding (MoU). This strategic partnership centers around the licensing of JLR’s cutting-edge Electrified Modular Architecture (EMA) platform for a royalty fee. This arrangement encompasses various elements, including electrical architecture, electric drive units, battery packs, and manufacturing expertise. The primary goal of this partnership is to expedite the development of TPEM’s ‘premium pure electric’ vehicle series, known as ‘Avinya,’ using the EMA platform.

The EMA platform, designed by JLR, is set to serve as the foundation for JLR’s upcoming generation of ‘pure electric’ mid-sized SUVs intended for global markets. These vehicles are expected to hit the market starting in 2025. The EMA platform is tailored for native Battery Electric Vehicle (BEV) proportions, with a strong focus on optimizing interior space, comfort, and visibility. Additionally, it boasts advanced electrical and electronic (E&E) architecture, cutting-edge connectivity features, software capabilities, and over-the-air update functionality. The EMA platform will incorporate a highly integrated propulsion system, leveraging cell-to-pack battery technology, battery management, and charging systems to achieve world-class vehicle efficiency and range.

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The ‘Avinya’ concept, initially unveiled in 2022, embodies a vision of electric mobility that prioritizes a class-leading in-cabin experience, coupled with next-generation connectivity, Advanced Driver Assistance Systems (ADAS), performance, refinement, and safety. By partnering with JLR to harness the EMA platform, TPEM aims to position the ‘Avinya’ series of Premium Pure Electric vehicles as globally competitive and future-proof.

Anand Kulkarni, Chief Product Officer and Head of HV Programmes at TPEM, expressed enthusiasm for the collaboration, stating, “Avinya stands for ‘Innovation’ and represents our vision for a new paradigm in personal mobility. Being built on an architecture that is equipped with the latest advances in new-age technology, software, and artificial intelligence, Avinya will spawn a new breed of world-class EVs, with global standards in efficiency and range. We are delighted to collaborate on the EMA platform with JLR for actualizing this vision.”

Thomas Mueller, Executive Director of Product Engineering at JLR, highlighted the significance of this collaboration: “We are proud that JLR’s world-class engineering expertise, demonstrated by our EMA platform, will help accelerate TPEM’s electrification journey. This partnership is a further example of great collaboration within the Tata Group, to share value, knowledge, and deliver synergies.”

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The access to JLR’s EMA platform is expected to facilitate TPEM’s entry into the high-end EV segment while reducing development cycle time and costs. Moreover, JLR’s advanced E&E architecture is well-equipped for advanced features, including up to Level 2+ autonomy, extensive connectivity, comfort, and convenience features. This partnership is also set to expedite TPEM’s adoption of Software Over the Air (SOTA), Features Over the Air (FOTA), safety standards (such as 5-star EuroNCAP), and ultrafast charging technologies, especially for high-performance vehicles. EMA, developed to meet global standards, provides TPEM with a robust architectural foundation to deliver Avinya at a global standard of product efficiency and range.

This collaboration is not only set to enhance electric vehicle offerings but also create new employment opportunities in the UK. It’s worth noting that Tata’s acclaimed mid-sized SUVs, the Harrier and Safari, were developed based on JLR’s D8 platform. However, this partnership on the EMA platform for a full vehicle development program represents a significant escalation in collaboration and synergies within the Tata Group’s various entities. Over 200 new jobs are expected to be created as part of the knowledge, skills, and manufacturing process transfer between the two companies.

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