Tata Motors Considering To Expand Racer Performance Brand
Tata Motors to introduce petrol and electric cars under the Racer performance brand
Tata Motors is considering a strategic expansion of its newly launched Racer performance brand to include additional models and powertrain options. Following the recent debut of the Tata Altroz Racer, the company is carefully assessing market feedback to determine the viability of further developing this niche segment.
Shailesh Chandra, Managing Director of Tata Motors, indicated that a positive consumer response could lead to the introduction of high-performance electric vehicles under the Racer brand.
Among the new models under evaluation is the Tata Altroz Racer EV. Chandra confirmed that the company is actively working on an electric variant of the Altroz, which was first showcased as a concept at the 2019 Geneva Motor Show.
Tata Motors is also exploring the possibility of expanding the Racer brand to include petrol-powered models. “We believe that this is a very niche category that we are experimenting with. If this works well, there will be a more holistic thinking on how we will deal with the performance brand. But electric is just part of it; we [also] have some engine options going forward,” Chandra added.
This strategic move could see Tata’s Racer brand being positioned similarly to Hyundai India’s N Line performance arm, which currently offers three models – the i20, Venue and Creta.
This is not Tata Motors’ first foray into the performance segment. The company previously introduced JTP-badged versions of the Tiago and Tigor in 2018, developed through a 50:50 joint venture with Jayem Automotives under JT Special Vehicles (JTSV). However, the JTP models saw limited success and were discontinued by April 2020 due to the cost implications of upgrading to BS6 emission norms. In October 2020, Tata Motors acquired full ownership of JTSV, and sources indicate that the JTP line will not be revived.
As the company continues to gauge market interest, the future of the Racer performance brand will likely depend on the sustained demand for both electric and combustion engine high performance vehicles. Which Tata cars would you like to see under the new Racer brand? Let us know in the comments section.
