In November 2023, Tata Motors announced a partnership with Jaguar Land Rover (JLR) to utilise the latter's Electrified Modular Architecture (EMA) for its forthcoming Avinya range of vehicles.

However, Tata Motors will not adopt Jaguar's Jaguar Electric Architecture (JEA) platform.

Speaking to media sources at the brand's headquarters in the UK, Jaguar Managing Director Rawdon Glover clarified, "This platform is dedicated to Jaguar, and currently, there are no plans to use it for Tata cars." He further elaborated, "This platform will only be used for vehicles designed, engineered, and built in the UK."

This decision indicates that JEA will also not be used for manufacturing cars in other markets, such as China, where Jaguar has local production capabilities. Positioning JEA cars as exclusively 'British-built' aligns with the brand's strategy to establish itself firmly in the high-end luxury segment.

JEA platform's role in brand repositioning

The JEA platform has been developed to underpin a range of premium vehicles, supporting Jaguar's repositioning efforts to elevate its status beyond the 'mass-premium' segment in which its current products operate.

As such, JEA is considered unsuitable for Tata Motors' portfolio. On the other hand, the EMA platform, designed for JLR's next generation of mid-sized vehicles, is better suited for Tata Motors' higher-segment premium range.

More affordable Jaguars in development

While the upcoming four-door GT will place Jaguar in a more luxurious market segment, the brand is also likely to introduce more affordable models. Glover remarked, "There will be vehicles that will come after, that may perform a different role and target a wider audience."

This statement suggests that Jaguar plans to expand its range with models catering to broader markets. These could be based on both the JEA and EMA platforms and may include vehicles with diverse body types, further diversifying Jaguar's portfolio.