The luxury electric vehicle market is getting more and more crowded with players like Tesla, Mercedes-Benz, BMW and Audi already dominating the space. Tata is a respected brand in India but not the same as far as luxury cachet is concerned globally. The Avinya is targeted as a premium EV which will compete in this high end segment. It begs the question, however, whether Tata can really take it to these well established luxury brands. There are those who say that Tata's lack of experience in the luxury segment will be a big hurdle, and others who say that the EV revolution presents an opportunity for new players to disrupt the market. This also brings in the debate of what perception customers will have of a Tata brand, how much they can affect the build quality (some of their recent offerings have been extremely high build quality) and whether they can ensure the level of refinement and features needed in this segment. They also discuss if Tata's Indian heritage will help or hinder when he's trying to compete against European and American luxury brands.