The ownership of Jaguar Land Rover (JLR) by Tata motors is large contributing factor to positioning the company within the world and adopting new technology. Questions continue to swirl around how the launch of the premium Avinya X will impact the relationship between Tata and JLR. Speculations are present regarding technology sharing, platform development and possible market overlap. So, do some wonder if the Avinya X gets a leg up in luxury vehicle expertise from JLR, or if it could even compete with future JLR electric models? Tata's relationship with JLR has been a complicated one, with the two holding on to their separate identities, but sharing some of the resources. As a premium EV the Avinya X takes this relationship to the fore and leads to questions of brand hierarchy, resource allocation, and future collaboration between the two entities. On a broader basis, this topic also discusses the global automotive partnerships and issues related to managing multiple brands under a single corporate umbrella. We’ll see what the automotive community thinks about the possible effect of the Avinya X on the Tata-JLR relationship.