By Akbar Merchant
Tata Motors has announced the starting price of the all-new Sierra SUV, marking the return of one of India’s most popular nameplates after more than two decades. Priced from Rs 11.49 lakh, the new Sierra attempts to build on the legacy of the 1991 original, not through retro recreation, but through a stylish, premium mid-size SUV replete with a long list of features and advanced tech. “The Sierra creates a new space in the segment while carrying the DNA of the original,” says Shailesh Chandra, Managing Director, Tata Passenger Electric Mobility and Tata Motors Passenger Vehicles. He believes that while the mid-size SUV segment has expanded rapidly, the space has become crowded with “me-too” products, and that the Sierra “brings freshness back into the segment.”
Tata Motors seems to be quite bullish on the Sierra not just within its portfolio but within the Indian mid-size SUV segment. “Sierra will help us take Tata Motors’ SUV share from 16–17% to 20–25%,” Chandra says confidently.
Tata Motors is expected to announce the full price list for the Sierra in the coming days with bookings to commence from December 15. The brand has also confirmed that deliveries of the new Sierra will start from January 15 next year.
Sierra sits between the Curvv and Harrier
With its pricing and positioning, the Sierra slots above the Curvv and below the Harrier, though some pricing overlap is expected. Chandra is confident that the brand’s SUV lineup has clear emotional separation rather than internal competition. “Curve is for style-seekers, Harrier is for size and power. Sierra is for those who want distinctiveness and indulgence,” he says. According to him, the buyer for the Sierra is not someone who wants the largest vehicle possible, but someone who values uniqueness, a city-friendly footprint and comfort without compromising practicality. While he acknowledges that cross-shopping across Tata SUVs will occur, he believes the differentiation is strong enough to remain intact: “While cross-shopping will occur, each model speaks to different emotional triggers and lifestyle choices.”
Tata Sierra gets modern looks with a hint of original
The new Sierra embraces boxy geometry, angular surfacing and upright body proportions seen on the original SUV. This is a core part of the pitch from the brand. However, besides the Sierra’s upright exterior, Tata Motors also wants the Sierra buyer to have the most premium cabin experience the mid-size SUV segment. The highlight of the interior is undoubtedly the triple screen layout, which is segment first. The setup comprises of a digital driver display, central infotainment screen and a dedicated passenger display seamlessly integrated into a single horizontal panel. Tata motors’ says the infotainment and passenger screens can sync to display common imagery such as screensavers, and possibly videos. The interior sports a sophisticated dual-tone black-and-beige theme with satin metal inserts and layered textures, including soft-touch areas, faux aluminium highlights and piano black elements. Tata motors avoided widespread parts sharing with other Tata SUVs for the Sierra in order to maintain its uniqueness. The Sierra also has a 2,730mm wheelbase which is longer than the Creta. Chandra believes that the cabin experience will be a one of the main reasons people will choose the Sierra over other contenders in the segment. “Customers want the luxury of a big SUV in the footprint of a mid-size SUV. Sierra delivers exactly that,” he says.
Sierra carefully bridges nostalgia and modernity: Chandra
For Tata Motors, reviving the Sierra was never meant to be a sentimental exercise. The company wanted the SUV to evoke a sense of familiarity while looking, feeling and performing like something completely new. Design cues such as the upright stance, the long window line and the wrap-around glass effect pay tribute to the original model, but the proportions, surfaces and detailing have been executed in a contemporary and confident manner. At 4.3 metres in length, it enters one of India’s most competitive automotive segments, facing heavyweights like the Creta, Seltos and Grand Vitara, but Tata Motors is betting on differentiation rather than imitation. As Chandra puts it, “Customers today don’t always want a bigger car; they want a bigger sense of occasion.”
Technology takes the spotlight
Apart from the aformented three-screen ssetup, the Sierra’s long equipment list includes powered and cooled seats, rear sunshades, a premium audio system with subwoofer in higher variants, an advanced heads-up display with turn-by-turn guidance and building overlays, a powered tailgate and Level 2 ADAS functionality. In addition, the Sierra becomes the first internally combustion engine powered Tata model to offer 5G connectivity. Chandra views this addition technology as an extension of the Sierra’s heritage. The 1991 Sierra was one of the first vehicles in India to offer power steering and power windows. “This is not nostalgia alone, the Sierra has to be ahead of its time, just like it was in 1991,” he says.
New petrol engines and updated diesel
The Sierra debuts two brand-new petrol engines for Tata Motors. The entry-level variants are powered by a fresh 1.5-litre naturally aspirated petrol developing 106hp, paired with a six-speed manual or a seven-speed dual clutch automatic. Above it sits the new 1.5-litre turbo-petrol, delivering 160hp making it on par with the Creta’s 1.5-litre turbo petrol engine. This engine comes with a six-speed torque convertor automatic only.
The Sierra also comes with a 1.5-litre turbo-diesel from the Nexon and Curvv, tuned to produce 118hp and can be had with either a six-speed manual or a six-speed automatic. Based on mid-size SUV segment trends, The brand expects 35–40% of Sierra sales to be diesel variants. When compared to petrol, the Sierra diesel will see fewer direct rivals like the Creta and Seltos as almost all other models come with pure petrol or petrol hybrid powertrain options.
Sierra EV to follow next financial year
While the Curvv launched as an EV first and later received ICE versions, the Sierra follows the reverse order. Chandra clarifies that this isn’t a rigid strategy but a decision based on product context. “The Sierra EV will launch later in the next financial year,” he says. “Curve launched EV first because styling novelty suited an EV entry, whereas the Sierra’s midsize ICE segment offers greater immediate growth opportunity.” The Sierra EV is expected to broaden the SUV’s appeal further and expand the brand’s presence in the premium EV space.
Sierra to be a global product: Chandra
As far as exports go, Tata motors passenger vehicles recently re-entered the South African market and currently sells the Punch, Tiago, Harrier and Curvv. The current focus is on stabilizing production volumes and expanding the dealer network, after which additional models including the Sierra will be considered for exports. Given the popularity of the segment in South Africa, Sierra stands high on the list for international rollout sometime next financial year according to Chandra.
With the Sierra, Tata Motors is aiming a larger share of the mid-size SUV segment pie by blending emotions and nostalgia with modern design, high quality interiors and class-leading tech along with multiple powertrain options.