I. Why Everyone’s Whispering About Ratan Tata Again
The enduring legacy of Ratan Tata, a titan of Indian industry, continues to echo across boardrooms and city streets alike. Even after his passing in October 2024, his strategic foresight remains a guiding force at Tata Motors. Talks of the town drift back to his legacy, reignited by the debut of the daring Tata Curvv — a sculpted SUV coupé where fearless design meets future-ready tech.
This report explores how the Tata Curvv reflects the long-term vision of Ratan Tata. Though he wasn’t directly involved in the 2024 launch, the vehicle embodies his philosophy of innovation, market understanding, and ethical leadership. It prompts a key question: What did Ratan Tata foresee about future market needs that makes the Curvv feel so ahead of its time?
II. Tata Curvv at a Glance: Design, Powertrains & Segment Disruption
A New Breed: India’s First SUV Coupé
The Tata Curvv is positioned as India’s first SUV Coupé, aiming to redefine the mid-SUV segment. It fuses the rugged utility of an SUV with the flowing grace of a coupé, striking a balance between muscle and muse. Key design highlights include:
- Split headlamp setup
- Wide DRLs
- Shark fin antenna
- Flush door handles with welcome lights
- 190mm ground clearance
- High hood and coupe-style roofline
Its bold aesthetics are meant to attract design-conscious buyers, though the styling may not appeal to everyone.
Powertrain Options: Petrol, Diesel & EV
🔌 Tata Curvv EV Variants
The Tata Curvv EV rolls out with a choice of two battery packs, each delivering impressive real-world performance and ARAI-certified range that keeps it competitive in the electric game.
| Variant Name | Battery (kWh) | Claimed Range (km) | Power (bhp) | Ex-Showroom Price (₹ Lakh) |
|---|---|---|---|---|
| Creative 45 | 45 | 430 | 148 | 17.49 |
| Accomplished 45 | 45 | 430 | 148 | 18.49 |
| Accomplished +S 45 | 45 | 430 | 148 | 19.29 |
| Accomplished 55 | 55 | 502 | 165 | 19.25 |
| Accomplished +S 55 | 55 | 502 | 165 | 19.99 |
| Empowered + 55 | 55 | 502 | 165 | 21.25 |
| Empowered +A 55 | 55 | 502 | 165 | 21.99 |
| Empowered +A 55 Dark | 55 | 502 | 165 | 22.24 |
Key EV Specs:
- Torque: 215 Nm
- DC fast charging: 10–80% in 40 minutes
- V2V and V2L tech for external power delivery
- Real-world range: 330–350 km (45kWh), 400–425 km (55kWh)
⛽ Tata Curvv ICE: Petrol & Diesel Options
Petrol Variants:
- 1.2L Revotron (Turbo Petrol): 118 bhp, 170 Nm
- 1.2L Hyperion GDi: Punching out 123 bhp and 225 Nm, this marks Tata’s bold leap into direct injection petrol tech — their first-ever GDi engine, built for both power and precision.
Diesel Variant:
- 1.5L Revotorq I4 Turbo: 116 bhp, 260 Nm
Transmission Options:
- 6-speed manual
- 7-speed DCT automatic
Segment-First Features & Tech-Loaded Cabin
Tata has loaded the Curvv with premium features and segment-first technology to elevate the in-cabin experience:
- 12.3-inch touchscreen infotainment (Harman)
- 10.25-inch digital driver’s display
- JBL 9-speaker sound system with subwoofer
- Wireless Android Auto & Apple CarPlay
- iRA 2.0 connected car tech
- Panoramic sunroof
- Ventilated front seats
- Ambient lighting
- Powered tailgate with gesture control
- Electronic parking brake with auto hold
Safety: 5-Star Confidence
Both EV and ICE variants have scored a 5-star Bharat NCAP safety rating. Standard safety gear includes:
- 6 airbags
- Electronic Stability Program (ESP)
- Hill hold assist & hill descent control
- All-wheel disc brakes
- 3-point seat belts for all
- Level 2 ADAS with:
- Blind spot monitor
- Lane departure warning
- Adaptive cruise control with stop & go
- 360° 3D surround camera
- Forward collision warning
Tata Curvv Specs Summary (EV vs ICE)
| Specification | Tata Curvv EV | Tata Curvv ICE |
|---|---|---|
| Fuel Type | Electric | Petrol, Diesel |
| Powertrain | 45 / 55 kWh battery | 1.2L Turbo Petrol / 1.5L Diesel |
| Power Output | 148 / 165 bhp | 118–123 bhp (Petrol), 116 bhp (Diesel) |
| Torque | 215 Nm | 170–225 Nm (Petrol), 260 Nm (Diesel) |
| Transmission | Automatic | 6MT / 7DCT |
| Claimed Range | 430–502 km (ARAI) | 12–19.5 kmpl |
| Safety Rating | 5 Star Bharat NCAP | 5 Star Bharat NCAP |
| Ground Clearance | 190 mm | 190 mm |
| Boot Space | 500 L | 500 L |
Platform Engineering: ATLAS vs acti.ev
- ICE Curvv rides on Tata’s ATLAS architecture
- EV Curvv uses the dedicated acti.ev platform
This modular approach allows cost efficiency and faster production. However, the shared DNA with the Tata Nexon, especially in interior design and feature layout, may hurt its premium perception. Some variants even lack basic amenities like cupholders, potentially undermining its upscale ambitions.
Legacy Meets Future
The Tata Curvv isn’t just another SUV on the block — it’s a bold manifesto on wheels. A bold step shaped by a legacy of visionary thinking and a future-forward product strategy. It bridges design innovation, multi-powertrain flexibility, and segment-first features, all while navigating the complex balance between brand identity and customer expectations.
As Tata Motors rides this wave, one truth remains clear: Ratan Tata’s influence isn’t fading — it’s evolving.
III. Ratan Tata’s Legacy of Disruption: From the People’s Car to Global Power Plays
Ratan Tata’s tenure as Chairman of Tata Sons (1991–2012) was marked by bold moves that transformed the Tata Group into a global force. Known for his belief in risk-taking and relentless execution, he once said:
“I don’t believe in taking right decisions. I take decisions and then make them right.”
This mindset fueled transformative initiatives across India’s automotive landscape.
The Tata Indica: Birth of Indian Automotive Independence
Back in ’98, Tata dropped the Indica — India’s very first homegrown passenger ride — flipping the script on the auto game and marking a defining chapter in the country’s car story. Despite early hurdles, the Indica eventually became a success under Ratan Tata’s guidance, establishing Tata Motors in the mass-market passenger vehicle segment.
- It showcased Tata’s growing engineering capabilities
- Influenced future models like the Tata Nexon
- It sealed Tata’s spot as a cornerstone in India’s automotive saga, laying down roots that still run deep today.
The Tata Nano: Innovation Beyond Commercial Success
The Tata Nano, launched in 2008, stemmed from Ratan Tata’s vision of providing safe, affordable transportation for Indian families. Though branded the “₹1 lakh car,” it faced several challenges:
- Marketing missteps (seen as “cheap” vs. affordable)
- Quality concerns (e.g., fire incidents)
- Eventually phased out
Yet, it wasn’t a failure—it led to:
- 31 design and 37 technology patents
- Paved the way for Tata’s electric mobility division
- That early Nano Electric concept planted the first sparks, igniting Tata’s electric revolution long before the EV wave hit full throttle.
The Nano’s tale echoes Ratan Tata’s vibe: “Sometimes you win, sometimes you learn,” turning every twist into fuel for the next bold move.
The JLR Acquisition: A Strategic Masterstroke
In 2008, Tata Motors acquired Jaguar and Land Rover (JLR) from Ford for $2.5 billion—a move that stunned the global auto world.
- Ford had previously mocked Tata’s car ambitions
- Under Tata’s leadership, JLR turned from loss to luxury powerhouse
- Supercharged Tata Motors’ global footprint, amped up its brand swagger, and leveled up its tech game.
This acquisition highlighted Tata’s skill in executing complex, high-stakes deals that redefined the company’s trajectory.
IV. Tata Curvv: Ratan Tata’s Vision in a New Era
Though Ratan Tata passed away in October 2024, just months after the launch of the Tata Curvv, his strategic blueprint lives on through this vehicle.
A Legacy of Bold, Market-Creating Innovation
The Tata Curvv, India’s trailblazing SUV-coupé, crashes into the scene as a fearless leap into uncharted automotive territory. It echoes Ratan Tata’s leadership themes:
- Risk-Taking & Innovation: Venturing into an untested coupe-SUV segment reflects his audacious style.
- Creating Markets: Curvv doesn’t just meet demand—it creates a new niche for premium design at accessible pricing.
- Making Decisions Right: The company’s culture of refinement and persistence continues, ensuring long-term success.
From Affordability to Aspirational Design
Where the Nano focused on mass affordability, the Curvv aims to:
- Democratize premium design with coupe styling
- Reflect the evolving aspirations of the Indian middle class
- Maintain Tata’s tradition of inclusive innovation
Clues of Ratan Tata’s Involvement
The Curvv’s journey was years in the making. Several factors highlight his fingerprints:
| Strategic Element | Ratan Tata’s Influence |
|---|---|
| Long-term product cycle | Concept revealed in 2022—planning started during his tenure |
| EV & safety focus | Tata Motors leads in EV market share and 5-star safety |
| Emotional branding | “Take the Curvv” campaign reflects his vision of emotionally resonant, lifestyle-centric messaging |
The Curvv Campaign: A Cultural Moment
With Vicky Kaushal lighting up the screen, the Curvv’s launch campaign sets out to:
- Make the electric future aspirational
- Connect emotionally with a new generation of car buyers
- Redefine the Tata brand beyond utility
The Evolution of Democratization
Ratan Tata’s heartbeat? Turning the unreachable into reality—making what once felt distant, suddenly within grasp. While the Nano democratized basic mobility, the Curvv democratizes style, aspiration, and innovation.
The Indian consumer no longer wants just a car—they want identity, lifestyle, and emotion.
The Curvv captures this shift, aligning perfectly with Tata’s vision of staying future-ready, design-driven, and strategically bold.
The Tata Curvv is more than a product—it’s a continuation of Ratan Tata’s ethos. Every curve, every line, every campaign is steeped in a legacy of disruption, courage, and inclusive progress. His foresight shaped a company that dares to innovate, and through the Curvv, his vision rolls boldly into the future.
V. The Curvv’s Edge: What Makes It Stand Out (and Threaten Rivals)
Tata Curvv stakes its claim as India’s first SUV Coupé with a bold coupe-style design. This sharp, aggressive aesthetic breaks away from the usual boxy look of mid-size SUVs, targeting design-conscious buyers who see their car as a lifestyle statement, not just transport.
Distinctive Design and Dual Powertrain Offering
- The coupe roofline gives the Curvv a unique profile, making it a standout in a crowded market.
- Offered in both ICE (petrol and diesel) and EV variants, it captures the first-mover advantage in a fresh, growing segment.
- While the aggressive styling may not appeal to everyone, it perfectly suits a niche of buyers who want something different and aspirational.
Multi-Powertrain Strategy: Catering to Diverse Indian Preferences
The Curvv’s real flex? Its versatile multi-powertrain lineup that’s built to dominate every drive.
- Available in petrol, diesel, and electric variants, it covers a broad customer base.
- This flexibility minimizes risk and maximizes market penetration across India’s varied fuel preferences.
- The fresh Hyperion GDi engine drops Tata’s cutting-edge direct injection turbo petrol tech, firing up power and squeezing out smarter fuel efficiency.
- Continuing to offer a diesel engine is rare in this segment, helping Tata retain loyal diesel buyers as competitors phase out diesel options.
Top-Notch Safety: 5-Star Bharat NCAP Rating
Safety is a huge selling point for the Curvv:
- Both EV and ICE variants have achieved a full 5-star Bharat NCAP safety rating.
- This strengthens Tata’s reputation for vehicle safety, resonating with increasingly safety-conscious Indian consumers.
- The strong safety credentials give the Curvv a psychological edge over rivals with lower safety scores.
Premium Features & Technology
The Curvv is packed with features usually found in higher segments, boosting its premium appeal:
- Level 2 ADAS suite enhances safety and convenience on the road.
- The largest-in-segment 12.3-inch touchscreen infotainment system offers immersive interaction.
- A JBL branded premium audio system ensures superior sound quality.
- Advanced connected vehicle tech (iRA 2.0) powers smart functionalities.
- Unique V2V (Vehicle-to-Vehicle) and V2L (Vehicle-to-Load) capabilities are available in EV variants.
- Vibes of luxury roll in with a panoramic sunroof and ventilated seats, turning every ride into a first-class chill session.
Competitive Pricing and Practicality
- Priced between ₹17.49 to 22.24 Lakh (ex-showroom), the Curvv EV flexes a competitive edge, standing tall alongside rivals like the MG ZS EV and Tata Nexon EV.
- The ICE variant starts aggressively at ₹9.99 lakh, undercutting models like Citroën Basalt and MG Astor.
- The petrol automatic variant is priced attractively for those seeking an affordable automatic SUV.
- Practicality shines through with the largest boot capacity in its segment at 500L, perfect for Indian families.
Comparing Tata Curvv with Key Rivals
| Model | Body Style | Length (mm) | Width (mm) | Height (mm) | Wheelbase (mm) | Ground Clearance (mm) | Boot Space (L) | NCAP Rating | Powertrain Options |
|---|---|---|---|---|---|---|---|---|---|
| Tata Curvv EV | SUV-Coupé | 4308 | 1810 | 1640 | 2560 | 190 | 500 | 5 Star (Bharat NCAP) | Electric (45/55 kWh) |
| Tata Curvv ICE | SUV-Coupé | 4308 | 1810 | 1640 | 2560 | 190 | 500 | 5 Star (Bharat NCAP) | Petrol, Diesel |
| Hyundai Creta | SUV | 4330 | 1790 | 1635 | 2610 | 190 | 433 | 3 Star (Global NCAP) | Petrol, Diesel |
| Kia Seltos | SUV | 4365 | 1800 | 1645 | 2610 | 190 | 433 | 3 Star (Global NCAP) | Petrol, Diesel |
| Volkswagen Taigun | SUV | 4221 | 1760 | 1612 | 2651 | 188 | 385 | 5 Star (Global NCAP) | Petrol |
| Skoda Kushaq | SUV | 4225 | 1760 | 1612 | 2651 | 188 | 385 | 5 Star (Global NCAP) | Petrol |
| MG Astor | SUV | 4323 | 1809 | 1650 | 2610 | 180 | 448 | Not Rated | Petrol |
| Citroën Basalt | SUV-Coupé | ~4300 | ~1800 | ~1600 | ~2600 | 180 | ~444 | Not Rated | Petrol |
| Tata Nexon EV | Compact SUV EV | 3994 | 1811 | 1616 | 2498 | 205 | 382 | 5 Star (Bharat NCAP) | Electric (30/40.5 kWh) |
| MG ZS EV | SUV EV | 4323 | 1809 | 1649 | 2581 | 177 | 448 | 5 Star (Euro NCAP) | Electric (50.3 kWh) |
What the Experts Say: Strengths and Challenges
Against Hyundai Creta and Kia Seltos
- With its sleek coupe vibes and next-gen ADAS tech, the Curvv drops a fresh new flavor that flips the script on the usual SUV game.
- Hyundai’s models may still hold an edge in spaciousness, seat comfort, and NVH (Noise, Vibration, Harshness) refinement.
- Curvv’s continued diesel offering appeals to a niche that competitors are leaving behind.
Against MG ZS EV and Mahindra XUV400 EV
- The Curvv EV benefits from Tata’s extensive EV ecosystem, including widespread charging infrastructure.
- Its distinctive styling and variety of EV variants offer a competitive advantage in the electric SUV market.
Against Citroën Basalt
- With its fierce stance and cutting-edge style, the Curvv stakes its claim as the go-to flex for those chasing that next-level coupe-SUV vibe.
Targeted Niche and Strategic Positioning
The Curvv’s coupe-SUV design is a strategic gamble:
- It appeals strongly to design-conscious buyers but may alienate traditional SUV buyers who want maximum practicality and interior space.
- The roofline design limits rear visibility and rear headroom.
- Tata’s message is clear: “Curvv isn’t for everyone, and that’s the point.”
- The goal is to carve out and grow a new niche rather than compete head-on in the mainstream mid-size SUV segment.
Leveraging Tata’s Strengths: EV Leadership and Safety
The Curvv is not just a new product but a strategic extension of Tata Motors’ broader strengths:
- Tata’s EV market leadership and trusted charging infrastructure back the Curvv EV variant.
- That 5-star Bharat NCAP badge? Just Tata leveling up its legacy, doubling down on the trust it’s built as the safety champ on Indian roads.
- This integration of technology, safety, and infrastructure creates a formidable market position beyond just specs and pricing.
VI. The Unseen Hand: What Ratan Tata Knew Before We Did
Ratan Tata had a visionary grasp of India’s evolving automotive consumer. While his earlier project, the Tata Nano, focused on basic mobility and affordability, the Tata Curvv targets a new generation of buyers. These buyers demand advanced, stylish cars with premium features, viewing their vehicles as a lifestyle object, not just utility.
This shift from pure utility to aspirational design and technology, even in the mid-size segment, was something Ratan Tata likely foresaw. His philosophy has always been about “creating the future”, not merely reacting to trends.
A Visionary Push Toward Electric Mobility
Ratan Tata was a strong advocate of future technologies. His Nano Electric project, ahead of its time, laid the foundation for Tata Electric Mobility. The Curvv’s multi-powertrain strategy, launching with the EV version first, leverages Tata’s existing 70%+ EV market share in India.
Offering both ICE (petrol and diesel) and electric variants, the Curvv caters to current consumer realities while nudging buyers gradually toward electrification. This dual-path approach:
- Minimizes risk
- Prepares the market for a fully electric future
It’s a smart, strategic move aligning with Ratan Tata’s vision for sustainable growth.
Disrupting the Mid-Size SUV Segment
Ratan Tata’s history is full of disruptors — from the indigenous Tata Indica to acquiring luxury brand Jaguar Land Rover (JLR). The Curvv claims the title of “India’s first SUV Coupé”, a deliberate break from conventional mid-size SUVs.
This design-led value proposition aims to redefine the segment through:
- Bold styling
- Strong emphasis on safety and innovation
- A premium feel beyond price or feature wars
Early Market Reception and Strategic Intent
Despite modest early sales (3,149 units with a 16.8% drop in April 2025), this fits the pattern of Ratan Tata’s long-term approach. His iconic line, “I take decisions and then make them right,” vibes with the hustle of constantly refining and leveling up, even after the curtain rises.
The Curvv is less about immediate volume and more about:
- Establishing a foothold in the coupe-SUV niche
- Crafting a halo ride that lifts Tata’s vibe, turning heads and raising the brand game to legendary status.
- Attracting younger, aspirational buyers
- Driving a mindset shift in Indian automotive preferences
Addressing Market Gaps
While some critics point out its similarities to the Nexon’s interior or its limited appeal to traditional Creta buyers, the Curvv fills a critical gap:
- Lack of distinctive, aspirational design at an accessible price point
- Strong EV and diesel powertrain offerings
Ratan Tata’s callout of Tata Motors’ past stagnation wasn’t just a critique—it was a wake-up beat, underscoring that innovation isn’t optional, it’s survival. The Curvv is a direct response — fresh, bold, and forward-thinking.
VII. Tata Curvv — Masterstroke or Calculated Risk?
The Tata Curvv embodies a calculated risk, a bold step inspired by Ratan Tata’s philosophy of shaping markets rather than following them. It enters a nascent segment with:
- Unique SUV-coupe design
- Comprehensive multi-powertrain strategy
- Leveraging Tata’s leadership in EV technology and 5-star safety ratings
Key Strengths of the Curvv
- Democratizes a premium coupe SUV body style
- Appeals to a growing base of design-conscious buyers
- Multi-powertrain offering, especially the EV variant, bridges today’s market with the electric future
- Loaded with advanced features like Level 2 ADAS, largest-in-segment 12.3-inch touchscreen, and premium JBL audio system
- Stands strong with a 5-star Bharat NCAP safety rating
Challenges Ahead
- Its bold design might not resonate with all traditional SUV buyers who prefer spaciousness and classic looks
- Shared interiors with the Nexon could dilute its premium image
- Early sales suggest adoption of the new coupe-SUV style might take time
Long-Term Impact: More Than Just Sales
The Curvv’s true value lies in:
- Shaping brand perception
- Creating a new aspirational niche
- Reinforcing Tata’s reputation for innovation and resilience
This aligns perfectly with Ratan Tata’s legacy — playing the long game, where initial hurdles are stepping stones to lasting leadership.
In essence, the Tata Curvv is a visionary leap — a design and technology-driven gamble aimed at the future, not just today’s sales charts. It’s a bold narrative that only a mind like Ratan Tata’s could script, proving that the future isn’t predicted, it’s created.
