Tata Technologies, a subsidiary of Tata Motors, is leveraging its domain expertise and proprietary digital tools to reduce product development timelines by 10 to 20 per cent, said Shailesh Saraph, EVP and Global Head of ER&D Delivery, Tata Technologies.

These tools, which include real-time analytics, automated reporting, digital twins, and simultaneous engineering, enable clients to anticipate potential challenges, streamline homologation processes, accelerate product development, and ensure compliance with safety standards.

In addition to improving timelines, these tools will also enable cutting costs for OEMs by 5 to 10 per cent, he added.

Reasons for the trend

Further, Saraph said that intense competition in the EV sector is the key reason behind the growing trend of manufacturers reducing timelines between launches. “Shorter design timelines are primarily driven by competition, as every manufacturer aims to deliver faster. Moreover, EVs are no longer just vehicles; they are software platforms with integrated electronic features,” he stated.

Demand for upgrades

Saraph explained that this trend is also driven by the growing consumer demand for vehicles with frequent upgrades, new features, and advanced software capabilities. “One key reason why automotive original equipment manufacturers (OEMs) aim to release a new car or variant every six months to a year is to meet this demand,” he said. “Once you capture the imagination of your consumers and provide an experience that aligns with their lifestyle, they are more likely to remain loyal to the same manufacturer.”

Reduced timelines

To support these changing market demands, Tata Technologies, which generates 70 per cent of its revenue from the automotive sector, has reduced its EV program delivery timelines to 25 months, significantly faster than the traditional 36-month timeframe, Saraph told businessline.

The company reported a 2 per cent decline in consolidated net profit for the quarter ending September 30, at ₹157 crore from ₹160 crore in the corresponding quarter last year.

Revenue from operations stood at ₹1,296 crore, marking a 2 per cent increase compared to ₹1,269 crore in the corresponding period. The company’s shares closed at ₹933.50 on the BSE, down by 0.73 per cent.

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