The .ev moniker will be used in all marketing communication and will also be used as the suffix to individual models.
As we reported last year, Tata Motors has today announced .ev as the brand identity for its electric vehicle business. The .ev brand will be used by Tata Motors’ Passenger Electric Mobility division and, for now at least, will not cover Tata Motors’ electric commercial vehicles.
The .ev moniker first appeared with the electric Tiago, and then on the electric Tigor; both used the .ev identity in all marketing communication as well as on the vehicles itself. Going forward, Tata.ev will be the overall brand identity, while all the individual electric models will also carry .ev as a suffix, like the electric Tiago and Tigor.
In terms of a logo unit, the ‘ev’ wordmark is enclosed within a circle that stylistically begins and ends with the dot mark. The company says it signifies the environmentally friendly circular ecosystem that it is progressing towards. The company also says that they have designed all the new marketing collateral keeping an eco-friendly approach in mind. Thus, print materials are designed on a white background, which reduces ink usage, whereas digital collaterals use a dark mode style and are designed on a black base, thereby reducing battery consumption. The digital collaterals are also designed with a low file size for quick and efficient downloads. While individually, these may appear small steps, collectively they do add up and there are brands across the globe that are now focusing on these elements.
For now, the electric Nexons are yet to carry the .ev suffix, however, this will most certainly arrive with the soon to be unveiled facelifted Nexon EV.
Also see:
Tata Nexon, Nexon EV facelift launch on September 14
Battery cost, not engineering capability defining EV development speed: Tata Motors