Is Tata's premium positioning of the Avinya X a smart move?

In India, Tata Motors have traditionally been famous for affordable, mass market vehicles. They're boldly going into the premium segment with the Avinya X, as their most luxurious and technologically advanced vehicle yet. This is a big shift for the brand and the question is can Tata compete in this space? But some believe it’s necessary to elevate the brand and to capture the growing market of high end EVs in India. Some worry that Tata may be getting too distant from its core competencies and customer base. Along with this, there are discussions about how the premium model will impact Tata as an overall brand, and whether this will cannibalize sales of their other vehicles. Therefore, the success of the Avinya X would impact the way forward for Tata, as well as the overall Indian automotive scenario. So let’s dive into what car enthusiasts think about Tata’s premium ambitions with Avinya X.