Many Think The Tata Curvv Is A Flop But It Is Not: Proof
Tata Motors launched the Curvv EV in India in August 2024. An Internal Combustion Engine (ICE) version was showcased alongside the electric. The prices of the ICE variants were announced in September. The deliveries of the EV began in September and those of the ICE version commenced soon after. Months past the launch, we came across rumours suggesting the model to have flopped and the monthly volumes to be low. So we decided to do a quick fact check on the same and found out the reality to be just the opposite. The Curvv is not a flop!
A Deep Dive Into Tata Curvv's Monthly Sales Journey
In the first month of launch, the Curvv attracted sales of 4763 units. The month that followed had the ICE version join the game. Later in time, the ICE and EV versions of the Curvv drove steady monthly volumes, averaging out at 4,300 units.
This is impressive, especially considering the fact that the Curvv is essentially a repackaged Nexon. The smart sales strategy adopted by Tata Motors has earned them good results.
Looking at the monthly breakdown, the Curvv (EV and ICE combined) sold 5,351 units in October last year. The numbers for November and December 2024 were 5,101 and 4,994 respectively. In January 2025, however, just 3,087 units were sold, and February saw the retail of 3,483 units of the Curvv.
What Makes The Curvv So Popular?
As mentioned previously, the Curvv is a repackaged Nexon, but sits above it in Tata's Indian portfolio. It thus has a higher ex-showroom price than the Nexon. It brings the coupe SUV bodystyle into the compact SUV space. The clean, uncluttered and aerodynamic design looks good. Many find it desirable and the Curvv has helped the manufacturer to expand its market share in the compact SUV space. This, in the larger picture, looks like a smart move from Tata Motors.
With the Curvv and Nexon selling side by side, there is a small share of buyer flow between them. We see many customers who are on the scout for a loaded Nexon ending up buying a Curvv variant, and those looking for a lower variant of the Curvv resorting to a fully-loaded Nexon. The price and desirability overlap between these variants is one of the most important reasons for it. In a way, Tata Motors has increased the monthly numbers of the Nexon, with the Curvv- a smart move indeed.
A big reason for the Curvv's acceptance is the diverse range of powertrains on offer- the EV is available with two battery packs- 45 kWh and 55 kWh, while the ICE version offers three engine options- 1.2L turbocharged petrol engine sourced from the Nexon, 1.2L direct injection turbocharged petrol TGDi (Hyperion) and 1.5L diesel. Both manual and automatic gearboxes are also offered.
Furthermore, Tata Motors offers a plethora of variants (more than 34 ) on the Curvv, ensuring that people with almost every budget has a variant accessible. This variant distribution has also contributed to the coupe's popularity.
Another interesting aspect is the kit levels inside. The Curvv almost mimics the Nexon with its cabin layout and feature list. The Nexon is already loved for its equipment levels- thus, easy rise to acceptance for the coupe! Having said that, the Curvv definitely has distinguishing elements inside, which also seem to have impressed buyers.
The successful sales run of Tata Curvv is proof that smart packaging and effective marketing tactics can make or break a product in the Indian market.