As part of its vision to outpace the market, Tata Motors, the country’s third-largest car maker, is developing an all-new SUV architecture called ATLAS, to expand the addressable market.
The fifth vehicle architecture in the company’s portfolio is ATLAS—Adaptive Tech Forward Lifestyle Architecture, which debuts with the all-new Curvv Coupe SUV. This helps the company participate in the fast-growing mid-size SUV segment.
The ATLAS will be a base for all future Tata Motors SUVs and help expand the addressable market from 53% at present to 65% after the launch. The company eventually wants to cater to 80% of the addressable market by the end of the decade.
Already, 66% of the company’s total sales come from the SUV segment, and its compact SUV Nexon, has been the largest-selling SUV in the country for three consecutive years.
The ATLAS is likely to be the base for the upcoming Sierra SUV, and eventually, its existing top-selling model, Nexon, may also move to this platform.
The company did not share details of the investment in the new platform, but it has committed to investing 6-8% of its revenues in the coming years. This translates to Rs 45,000 crore by the end of the decade.
ATLAS’ robust architecture can spawn multiple body styles
Mohan Savarkar, Vice President and Chief Product Officer, Tata Motors Passenger Vehicles Limited, noted that, “The platform can accommodate multiple powertrains and full SUV capability. The architecture has an updated electric architecture with cloud platform.”
The ATLAS uses a continuous framework which eliminates any abrupt changes in the load path for better crashworthiness and safety. In the event of a crash, impact loads are pushed through multiple load paths to enable a uniform and symmetric performance, claimed Savarkar. He further added that in a world of software on wheels, the ATLAS platform, which scales in size, body style and segment, supports future technologies with an advanced electric architecture and cloud platform.”
The Curvv includes an integrated cockpit-to-wheel controller, to support multiple displays, a centralised body controller and over 24 PCUs. The ATLAS platform can have multiple powertrains including petrol and diesel engines, each weighted with manual and automatic transmission, Savarkar added.