Tata Motors registered 14,892 electric vehicles (EV) in September 2026, reflecting a year-over-year (YoY) jump of 102 percent and a 8 percent rise from the previous month. In terms of volume, Tata retained its lead in India’s passenger EV market, but the growth trajectory is changing, as the company’s overall performance is skewed towards one model. While the overall figures are impressive, the granular level detail shows a different story about the changing dynamics in the market.
The Punch EV was the star performer as it registered 4,666 units, a phenomenal YoY growth of 278 percent. It was followed by the Nexon EV that recorded 3,469 units, a jump of 43 percent YoY. The Sierra EV registered 1,951 units, up 35 percent from the previous month, and the Curvv EV posted 1,244 units, up 184 percent YoY. The four cars accounted for 10,086 cars, or 68 percent of Tata’s overall volume. Looking at the bigger picture, SUVs and crossovers make up around 87 percent of Tata’s EV sales in September.
It clearly shows that while Tata is doing well in terms of volumes, its focus is shifting to premium SUVs as buyers are preferring more practical cars with higher seating capacity. It also means that the company’s electric car sales growth is no longer being driven by its mainstream hatchback models. On the contrary, the Tiago EV, which was once Tata’s best-selling EV, dropped sharply by 34 percent from August. Similarly, the Harrier EV also dropped by 13 percent from August, and it was also down 5 percent from a year ago.
The Curvv EV, which had a great YoY growth rate, dropped almost flat from the previous month. It shows that while the overall industry demand is healthy, the demand from these two segments is weakening. It is an early sign that the market is changing, and buyers are now focusing on bigger cars with more features. Looking at the performance of the Sierra EV and Harrier EV, it is evident that the market is tilting towards premium SUVs.
The Sierra EV posted stronger sales of 1,951 units, compared to 1,591 units of the Harrier EV. In addition, around 77 percent of buyers opted for the larger battery size of 75 kWh, while around 20 percent selected the all-wheel drive variants. It shows that the demand for longer range and more practical cars is rising, and buyers are willing to pay extra for such features.
The September figures show that Tata is undergoing a transition in its EV sales as it moves from mainstream hatchbacks to premium SUVs, larger battery sizes, and newer models. It suggests that buyers are becoming more particular about their preferred vehicle type, range, and design. As a result, while Tata is benefitting from the overall demand, it will have to ensure that its older models do not lose out on value, especially as the competition in the EV space is set to intensify.