Harrier.EV AWD To Be A Hot Seller: Top Tata Motors Official Explains
Tata Motors has made a bold prediction that could reshape the electric SUV market in the country. The company expects its all-wheel drive version of the recently launched Harrier EV, branded as Quad Wheel Drive (QWD), to account for approximately 20% of the model's total sales, a figure that significantly outpaces traditional ICE 4x4 variants in the market.
Breaking the 4x4 Sales Barrier
Traditionally, four-wheel drive variants of internal combustion engine (ICE) vehicles account for low single-digit percentages of total sales. However, Tata believes the electric drivetrain offers inherent advantages that will drive much stronger adoption of the technology.
Speaking to Autocar India at the Harrier EV launch, Vivek Srivatsa, chief commercial officer of Tata Motors' passenger electric division, shared this optimistic outlook: "Yes, certainly, we will see a larger percentage of four-wheel-drive versions sold. Typically, ICE 4x4s account for low-single-digit percentages, but with the Harrier EV, we would expect to see 20 percent sales from the QWD version."
This significant jump in expected all-wheel drive adoption stems from the unique capabilities of electric powertrains, which provide instant torque delivery and precise power distribution between wheels.
Technological Advantages of Electric AWD
The Harrier EV's QWD system offers several advantages over mechanical four-wheel drive setups found in conventional vehicles. With dual electric motors, one on each axle, the system can deliver instant and precise torque exactly where needed, with significantly faster response times than mechanical linkages.
"The Harrier QWD package unleashes far more than a traditional system unleashes, from things like the system torque to the response time of the motors," explained Srivatsa.
The QWD variant comes paired with the larger 75kWh battery pack, which provides a claimed range of up to 627km on a single charge. This combination addresses one of the primary concerns about electric vehicles, range anxiety, while delivering impressive performance metrics, including acceleration from 0-100 km/h in just 6.3 seconds.
Positioning and Market Strategy
Tata Motors has strategically priced the Harrier EV starting at Rs 21.49 lakh for the base 65kWh variant. While prices for the QWD-equipped 75kWh variants haven't been announced yet, they are expected to be revealed in the coming weeks.
Industry analysts suggest the top-spec Harrier EV AWD could be priced under Rs 28 lakh (ex-showroom), potentially undercutting competitors like the Mahindra XEV 9e's top variant, which costs Rs 30.5 lakh as well as Mahindra XUV700’s [ICE] AWD variants’ on-road price. This aggressive pricing strategy follows Tata's playbook used with the Nexon EV and Punch EV, offering segment-leading features while maintaining a competitive price point.
Versatility as a Key Selling Point
Unlike some competitors who focus exclusively on either off-road capability or on-road performance, Tata is positioning the QWD system as excelling at both. "With QWD, you [not only] unleash off-road capability but also on-road acceleration and handling," said Srivatsa.
The Harrier EV comes equipped with multiple drive modes, including Eco, Normal, Sport, and Boost, along with terrain modes such as Normal, Sand, Mud Ruts, Snow/Grass, Rock Crawl, and Custom. This versatility makes it appealing to a broader range of buyers beyond traditional off-road enthusiasts.
Setting a Pattern for Future Models
The QWD branding represents more than just a feature for the Harrier EV. It signals Tata Motors' broader strategy for electrified all-wheel drive systems. Srivatsa confirmed that QWD would be the brand name for Tata Motors' all-wheel drive technology moving forward, though added, "We could layer it slightly differently for different products."
This suggests that Tata is planning to implement similar technology across its future electric vehicle lineup, potentially including the upcoming Sierra EV.
As the electric SUV segment continues to grow, Tata's prediction of strong QWD sales could indicate a significant shift in how consumers view all-wheel drive technology in the age of electrification, moving from a niche feature to a mainstream selling point that combines performance, capability, and efficiency in ways that traditional mechanical systems cannot match.