Key highlights
- Tata Motors Passenger Vehicles Ltd. joins hands with Red Bull India for a long-term adventure-focused collaboration.
- The first stunt stars the Harrier.ev and Red Bull drift legend Abdo Dado Feghali.
- Upcoming video will showcase the electric SUV tackling extreme challenges to highlight its capability.
Tata Motors Passenger Vehicles Ltd. (TMPVL) has announced a new partnership with Red Bull India, and it is as action-packed as it sounds. The two brands, each known for pushing limits in their own worlds, are teaming up to create a series of high-adrenaline acts that blend electric innovation with pure, unfiltered performance.
The collaboration kicks off with a soon-to-be-released video featuring the Harrier.ev, taking on an extreme off-road challenge. Red Bull’s Lebanese motorsport star Abdo Dado Feghali helms the SUV for the stunt. Dado, a Guinness World Record holder for the longest drift and a global name in rallying, brings his signature flair to the rugged terrain the Harrier.ev attempts to conquer.
TMPVL says the idea behind this collaboration is simple, merge Tata’s EV capabilities with the unstoppable spirit of Red Bull athletes. Vivek Srivatsa, Chief Commercial Officer of Tata Passenger Electric Mobility Ltd., calls it a partnership built on shared values: performance, innovation, and breaking boundaries. According to him, this series of acts will show how the brand’s newest EVs combine tech, design, and sheer muscle to deliver the kind of excitement enthusiasts crave.
For Dado Feghali, the Harrier.ev made a strong impression. After previously driving it through harsh “Elephant Rock” terrain, he says the SUV continued to surprise him with its torque-rich delivery and ability to glide over obstacles without drama. In his words, the Harrier.ev “exceeded expectations” and demonstrated engineering that could set new standards for electric SUVs in the country.
The adventure series marks just the beginning of what Tata Motors and Red Bull India have planned. With the first challenge going live across platforms in the coming days, it’s clear that both brands are gearing up to create content that looks beyond conventional automotive marketing and leans fully into rugged, cinematic storytelling.
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