New Tata Curvv: A bold new direction in India’s rapidly-developing automotive design language, the Tata Curvv is.
Debuted as a concept in 2023 and now on its way to production, the Curvv is Tata Motors’ foray into the SUV-coupe trend—a class once confined to upscale European brands but that has since been made accessible to the masses.
With its unique form, its focus on electrification and its high-technology approach, Tata is showing the industry that it wants to move out of its traditional segments, as well as what consumers have come to expect.
New Tata Curvv: Evolution in Design- The Coupe-SUV for India
The design will definitely draw attention to the Curvv. Where the standard SUV has a squarer stance and rugged look, the Curvv has a sportier appearance with a rakish roofline that sweeps down to a fastback-style rear.
This coupe-like shape retains the SUV’s overall height and its high seating position, so popular among Indian buyers, but adds a measure of sporty chic never seen in the segment before.
Tata says that Martin Uhlarik, the brand’s design head, and team, have taken inspiration from the company’s “Digital” design ethos.
At the front, there’s a unique LED light bar across the car’s width, joined lights with triangle-shaped daytime running light signatures and a closed-off grille on the electric derivative.
Its profile highlights muscular wheel arches with 18-inch, aero-optimized wheels with the rear featuring connected LED taillights, as well the light bar connected to the character line in the front.
Most significantly, the Curvv’s need for proportional reconciliation despite its unconventional shape (no easy task in the automotive field), for being one amongst them, I continue to have a car-sounding guilt-conscience.
The swell of the beltline, slender greenhouse and character lines are in harmony rather than mere separate styling details.
Platform Strategy and Powertrain Choices
The Curvv is underpinned by Tata Motors’ powerful interest in such modular platforms that are designed to accommodate a variety of powertrains—a concept that Tata calls “Multi-Energy Platform.” It’s a structure that allows the Curvv to be sold with three varying powertrains:
100% Electric: An electric version (EV) is expected with a 60+ kWh battery pack good for around 500 km of range. Expect fast-charging capability for 10-80% charging in less than 30 minutes.
Petrol: A new age 1.5-litre turbocharged petrol engine making about 160 bhp, available with a manual or dual-clutch automatic gearbox.
Diesel: The updated 1.5L Kryotec diesel motor from Tata, tweaked for better NVH levels and higher efficiency.
With this tri-powertrain strategy, Tata has adopted a practical approach to India’s march to electrification, recognising not just the increasing preference for EVs but also the fact that traditional powertrains cannot just take a backseat in a market where charging infrastructure is developing.
Interior and Technology
“On the inside, the Curvv is minimalist and nordic, but functional. The production spec version will get a 10.25-inch digital instrument cluster and a 10.25-inch touchscreen infotainment system.
Tactile buttons are also available to control those everyday functions – and aesthetically, we appreciate this meeting of form and function.
The tech feature package offers Tata’s iRA connected car tech with over-the-air update ability, a 360-degree camera system, front ventilated seats, wireless charging and premium sound system.
Higher-grade models are likely to feature advanced driver assist technologies such as autonomous emergency braking, adaptive cruise control, and lane keep assist as they become increasingly common in the Indian market, thanks to Tata’s drive to democratise safety.
Material selections highlight sustainability, especially in the EV, with the use of recycled fabrics, responsibly source leatherette, and less chrome trim.
The panoramic sunroof — a becoming-a-necessity feature in the Indian market — brings in a lot of more natural light inside for the better part of the cabin and nullifies the feel of being stuck in what is a downward sloping roofline wahala in many other cars.
Positioning and Competition in the Marketplace
The Curvv joins a crowded field but has some unique aspects. In terms of size it fits between compact SUVs, such as the Tata Nexon, and mid-size SUVs, such as the Hyundai Creta and Kia Seltos. But its coupe silhouette and features will make it a more luxury-like sedan.
The Curvv is likely to be priced from approximately ₹12 lakh for the ICE versions and somewhere close to ₹17 lakh fot the EV offering, making it an attractive proposition against well-kitted out compact SUVs as well as lower-level mid-size SUVs.
Its closest conceptual rival would probably be the Citroen C3 Aircross, but the Curvv’s more flamboyant looks and tech have it a fair bit set apart.
Strategic Significance
The Curvv is more than just a new model from Tata Motors – it is an exhibition of the company’s design talent, platform adaptability, and strategic foresight.
Given that the Indian auto market is increasingly becoming sophisticated, Tata is not wanting to be seen simply as a value-driven domestic car maker but as a global car maker that offers unique design language combined with technological know-how.
The multi-powertrain startegy also demonstrates Tata’s keen grip of India’s move towards emerging country-specific automobile trends, as he further explains.
Instead of coercing demand to electrification there is gradual development of market segments and early Shure adopters or regions with better coverage can pick the technology up.
New Tata Curvv:
The Tata Curvv comes at a time when India’s automotive evolution is at its cusp. The Curvv is a reflection of those changing customer preferences of more unique design, more technology and a consciousness for the environment all the while, staying true to the functional requirements for India.
By making the coupe-SUV form factor mainstream, which was previously limited to luxury segments, Tata is furthering its high-value, low-price offering shared by premium features and designs.
You can make up your own mind on whether this punchy approach to their design direction will find a home in the heart of the mass market, but Curvv does at least serve to show that Tata Motors have enormous confidence in their own aesthetic direction and the technological bandwidth necessary to compete on the global stage in an extraordinarily rapid shift from domestic value player to global innovator.
