The Tata Curvv stands out in a crowd of traditional SUVs, but how is it faring in terms of sales? Since its launch in August last year, the Curvv has moved just over 18,000 units in four months. That figure may seem modest when compared to the segment leader, the Hyundai Creta, which sold around 65,000 units over the same period.

However, the Curvv holds its own—it’s closing in on the 25,000-unit mark of the Kia Seltos and has outpaced the Skoda Kushaq, Volkswagen Taigun, and Honda Elevate, each of which saw sales of about 7,000 units in that timeframe. Among the 12 midsize SUVs currently on offer, the Curvv ranks fifth.

What really catches the eye, though, is that the Curvv isn’t a conventional SUV. Apart from one other model, it’s the only coupé-SUV in the segment—a body style typically seen as niche. That it’s managing to hold its own among more traditional SUVs is remarkable. The only other coupé-SUV in the mix, the Citroën Basalt, hasn’t fared well at all, with sales of just 1,000 units. But Citroën’s weak brand presence and sparse dealer network have held it back. In fact, when compared to its own sibling, the Aircross, which sold fewer than 400 units, the Basalt’s performance hints that coupé-SUVs are indeed attracting buyer interest.

Of course, there are other factors driving the Curvv’s numbers. It’s still early days, and most new models tend to perform well in their initial months. Moreover, the Curvv comes with petrol, diesel, and electric powertrain options—something the Kushaq, Taigun, and Elevate, all limited to petrol, can’t offer. While these aspects are certainly boosting sales, what’s especially encouraging is the growing acceptance of its coupé-like design. It may be an early indicator that Indian buyers are opening up to alternatives beyond the conventional upright SUV look.

Tata Motors seems to be betting on that. During a visit to the company’s UK design centre, Vivek Srivatsa, Chief Commercial Officer of Tata Passenger Electric Mobility, told me he was confident that the Curvv wouldn’t remain a niche product, saying the goal was “to be in the meat of the segment.”

At the India launch, Shailesh Chandra, Managing Director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, explained the brand’s rationale: the coupé-SUV form was gaining popularity in the premium and luxury space, and Tata wanted to “democratise something which is in the premium SUV segment.”

Only time will reveal the full picture, but if early sales are anything to go by, Tata Motors might have pulled it off—and the midsize SUV space could be facing a stylish curveball.