Team Car Delight 
The monthly sales of the Tata Curvv (ICE & EV) is hovering around the 1,500 units mark, from an initial high of over 5000 units.
Tata Motors launched the Curvv in the Indian market in August 2024. It started the a new coupe SUV segment within the mid-size SUV category, which also saw of entry of Citroen Basalt soon after. Available in both ICE and EV versions, the Curvv grabbed a lot of eyeballs with its unique coupe SUV design language, however, the charm seems to have faded away, as it hit a new low of 1,432 units in October 2025.
The Strong Initial Response
The Curvv received a new very warm response at the time of launch, with a considerable increase in foot fall in the showrooms. In the first month of its sale, i.e. August 2024, the dealer dispatch number stood at 3,455 units, majority of which was contributed by the Curvv EV. Following the launch of the ICE Curvv in September 2024, the sales jumped to 4,763 units mark, and the coupe SUV saw its highest ever monthly sales of 5,351 units in October 2024.
The Consistent Decline Over The Past 6 Months
| Month | Tata Curvv Sales |
| May 2025 | 3,063 |
| June 2025 | 2,060 |
| July 2025 | 2,005 |
| August 2025 | 1,703 |
| September 2025 | 1,566 |
| October 2025 | 1,432 |
As seen in the table, the sales of the Tata Curvv have been seeing a consistent month-on-month decline, reaching a new low of 1,432 units in October 2025. This is despite the strong festive season push, accompanied by the GST 2.0 benefits. It is important to note that these are combined figures for the Curvv EV and Curvv ICE.
Key Reasons for Underwhelming Sales Performance
Several factors contribute to the Curvv’s relatively low volumes compared to initial expectation –
1. The Coupe SUV Design
The sloping roofline along with coupe-like profiling, paired to the high ground clearance made it stand out visually. However, it worked as the limiting factor with compromised practicality, particularly in the aspect of rear headroom for taller passengers. It was not a good sign for family oriented customers, which preferred the boxy and upright stance, offered by its conventionally styled rivals like Hyundai Creta, Kia Seltos and Maruti Suzuki Grand Vitara amongst others.
2. Just A Bigger Nexon
The Curvv shares its underpinnings, few exterior design elements, as well as the interior layout with the Nexon. It was just perceived as the bigger version of Nexon with no stand out elements, albeit the extended rear section, which somehow dulled the appeal. Similarly, the exterior design of the Curvv resembled the Nexon to some extent. Customers spending over Rs. 15 lakh look for a product differentiation, which was missing in case of Curvv. This lead to criticism that it lacks sufficient differentiation for its higher pricing, and buyers moved towards its more established competitors.
3. Intense Competition in a Crowded Segment
The Curvv was positioned in very highly competitive mid-size SUV segment with a slew of high selling established nameplates, including Hyundai Creta, Kia Seltos, and Maruti Suzuki Grand Vitara. With an unconventional design, the Curvv struggled in front the rivals, which offered better resale value and conventional SUV styling. For reference, the average monthly sales of its primary rivals stand at: Hyundai Creta (15,000 units), Kia Seltos (6000-7000 units) and Grand Vitara (6000-10,000 units).
4. Post-Launch Hype Faded Away & Early Discounts
With the initial hype, the Curvv raked in good numbers for the first 3-4 months, however, the demand slowly tapered off. Tata Motors introduced discounts of up to Rs. 50,000 within few months of its launch, signalling not-so-good response, which further deterred the customers.
5. Unexciting Engine Options
The Curvv is offered with three engine options, i.e. 1.2-litre turbo petrol (from Nexon), a new 1.2-liter Hyperion tGDi petrol and a 1.5-litre turbo diesel. Both petrol engines are three-cylinder units, lacking in terms of outright performance as well as refinement. The rivals, on the other hand, offer more potent and refined four-cylinder gasoline engines, along with the option of strong hybrid, mild-hybrid and CNG.
What’s On The Curvv’s Side?
Despite some major shortcomings, the Curvv offers an excellent ride quality, and a 5-star GNCAP crash test safety rating. The coupe SUV is quite feature loaded with equipment like, Panoramic sunroof, Level 2 ADAS, ventilated front seats, 10.25-inch digital cluster, 12.3-inch touchscreen, 360° camera, powered tailgate, JBL 9-speaker system with subwoofer and more. In addition to this, it sports an impressive 500+ litres boot space (bigger than Creta). The Curvv gets a refined 1.5-litre turbo diesel engine, which is also quite fuel efficient.
The Bottomline
While the Curvv’s stylish yet compromised design and positioning against the strong conventional SUVs have capped its sales volumes, it remains the third best-selling SUV (overall FY sales) for Tata Motors, after the Punch and Nexon. With the launch of the all-new Sierra on November 25 in the mid-size SUV segment, it will be interesting to see the fate of the Curvv.
However, introducing some special edition variants with stand-out colour elements and different design for alloy wheels can push the sales of the Curvv. Apart from this, discount offers and reducing the price can up its value proposition. Tata Motors should also consider launching a mid-life facelift, with a refreshed front profile, differentiating it from the Nexon, along with giving a CNG fuel option.