By Akbar Merchant
Tata Motors Passenger Vehicles (TMPV) which launched its all-new Tata Sierra SUV at an introductory price starting Rs 11.49 lakh, on Tuesday, will replicate the design philosophy for several future models across its portfolio.
Martin Uhlarik, chief design officer at TMPV, told Fe that the design philosophy of the Sierra marks a major shift in the company’s styling direction.
The SUV has revived a nameplate, which was first launched in 1991 but, according to Uhlarik, the objective was not to recreate the past. “We didn’t want to recreate a retro car,” he said. “The original Sierra was iconic and became an avatar for a generation. It represented aspiration, freedom and the ability to go anywhere.”
Building Tomorrow’s Car
Uhlarik said the development team was tasked with “building tomorrow’s car without losing yesterday’s soul”. Rather than leaning on nostalgia, the brief was to retain the emotional cues of presence, adventure and confidence while presenting an entirely contemporary product, Uhlarik said.
“Designing a car for 2025 and beyond meant it had to be relevant. Certain elements of the proportions had to be maintained so it looked competent and capable and not heavy or clumsy,” he added.
According to Uhlarik, the Sierra EV, due next financial year, will introduce minor front-end differences including reduced black elements, though both versions are intended to share the same recognisable identity.
From tech silos to a shared living room experience
While modern SUVs typically place emphasis on performance and hardware, according to the company, Sierra’s cabin is designed around shared experience. Large windows and a panoramic roof are intended to maximise natural light and visibility. “People today are often in silos, staring at screens, headphones on,” Uhlarik said. “We wanted the Sierra to bring people together.” A triple-screen layout extends across the dashboard to provide information to the driver while integrating media and entertainment for passengers. Uhlarik described it as “a seamless panoramic interface, but not intrusive,” adding that the cabin aims to feel like a living room blending comfort with high-tech elements.
The Sierra revival was conceptualised in 2019 and drew proposals from Tata design centres in the UK, Italy and Pune. However, the interior theme originated in Pune and remained unchanged through development. According to Uhlarik, the India studio “understood the Sierra’s emotional DNA and fought for it”.
The launch colour also emerged from personal recollection. Uhlarik recalled owning a yellow Sony Sports Walkman during his student years in 1991. “It was emotional, memorable and connected to adventure,” he said, explaining that the same sentiment inspired the SUV’s bold yellow finish.
