The launch of the new Tata Sierra marks an important moment for Tata Motors. Originally launched in 1991 and discontinued nearly 25 years ago, serra Returning with a new look. The Sierra is launched with three powertrains – two gasoline engines and one diesel engine. The company launched the Sierra at an introductory price of Rs. 11.49 Lakhs and competes with mid-size SUVs such as Hyundai Creta, Maruti Suzuki Grand Vitara, Kia Seltos and Honda Elevate. Gadgets 360 Have a chance to sit down Vivek SrivasaChief Commercial Officer Tata Motors Electric Vehiclesto learn more about this development and the company’s future plans. Vivek said the company brought back the spirit of the old Sierra but with modern technology that people have always been emotionally connected to. Some responses have been edited and condensed for clarity.
Q: The SUV market is highly competitive, and you call the Sierra a premium mid-size SUV. What makes it one?
We created Sierra independently so we don’t worry about other categories. The first point is consumer sentiment. We see consumers constantly wanting to upgrade and our lifestyles changing faster than ever before. The pace of change is very different today compared to the early 2000s. Consumers are also spending significantly more time in their cars – either because of traffic jams or because they’re driving on vacation.
The feel inside the car becomes even more important. While exterior design has always been important, interior design now plays an even greater role. Cars have become a second home, or what we call a “living space.” This is what consumers are sharing with us. They wanted an interior that made the car feel like home, like moving home. This has always been Serra’s focus.
You ask me what makes it so premium, first of all it’s the space. Inside, you see actual space and a very, very high sense of space. The first is the flat rear floor: it has more shoulder room, legroom and headroom than some 4.8-meter SUVs, and even more than some 4.7-meter-tall SUVs. So the actual space is much higher. Second is technology.
Whether it’s in-vehicle safety technology such as L2 ADAS or the infotainment system technology suite including Dolby Atmos, it’s full of technology. The third is luxury. We focused a lot on the premium feel of the interior, whether it’s the tactile feel of the air conditioning vents, knobs, the cockpit (which we actually call the command center), or the quality of the buttons, even the window switches are like a mouse.
We put a lot of emphasis on making consumers feel special inside: the quality of the leatherette, the headliner and the overall premium aspect. Finally, there’s the powertrain and performance. We offer no-compromise powertrains for our cars; whatever your needs, we have the right engine for you. We pay great attention to the car’s refinement and NVH characteristics. We have something called frequency damping suspension that gives you a magic carpet-like ride.
So every aspect of the car has been improved, but we kept the same footprint and still created all the space inside, but the footprint is no more than 4.3 metres. This is what customers have been saying: don’t make the car too big, I need to drive it in the city, I need to drive it, my wife needs to drive it, don’t make it bulky and I don’t have a big enough parking space for a big car, but give me an extra level of comfort, an extra level of technology. This is where Sierra really focuses. That’s why we call it a premium midsize car. Its footprint is average, but everything else is very premium. We often say that the OG Sierra was ahead of its time, but India is now ready for this new Sierra as it offers a premium experience.
Q: How do you address concerns that the Harrier class and the newly launched Serra class may cannibalize each other?
I wouldn’t really use the word “cannibalization” because there’s always some cross-consideration going on in this section. But Harrier and Sierra actually attract two completely different types of customers. Harrier buyers generally prefer bold, muscular looks and strong road presence. Sierra buyers are more family-oriented. They prefer classic, comfortable, traditional designs. So while there may be a little overlap, the two customers have very different mindsets. The premium SUV market is big enough that the Sierra will actually add new customers rather than taking away Harrier buyers. “
Q: What kind of customer base is Sierra suitable for? Can you confirm if the new Sierra will target a five-star safety rating from day one?
The Sierra is primarily aimed at people who are upgrading – coming from a hatchback or compact SUV. These are not first-time buyers but want a premium family-friendly experience without a big, bulky SUV that’s difficult to use around the city. The Sierra appeals to people of all ages – younger buyers like its design, while older buyers prefer tradition.
Regarding safety ratings, we can’t confirm the results before official testing, but you can look forward to it. Five-star performance has become standard hygiene at Tata and Sierra aims to set a new benchmark beyond the score.
Q: What are the key features of Sierra from a gadgetization and technology perspective? Does Sierra run a new connected car operating system? How much of today’s vehicle experience depends on software as opposed to hardware?
Sierra is packed with technology. It runs on Tata’s new Tidal 2.0 software-defined automotive platform, which comes with 5G and Snapdragon, so the whole system feels very fast and modern. All major functions – ADAS L2, infotainment, cluster, vehicle settings – are now controlled via software. A highlight is the third screen for the front passenger. They can plug in headphones, take calls, join a Zoom or Teams meeting, or listen to their own music without disturbing anyone. It truly creates a personal space inside the car.
The GDI engine itself is also a major technical upgrade – refined, smooth, and paired with a new 7-speed gearbox. There are also features such as Dark Saber LED headlights, mood lighting, connected technology and memory profiles for different drivers. So, yes, a big part of the Sierra experience now comes from software. The hardware is powerful, but the software ties everything together and gives it a premium, modern feel.
Q: What is Tata’s strategy to ensure that production of the Sierra can meet demand and avoid long waiting periods like the Punch and Nexon?
We planned the production of Sierra very carefully. It will be built at the new Sanand-2 plant, which has modern production lines, faster processes and better production capacity. We’ve also created flexibility in our queue so we can ramp up quickly if bookings surge. Yes, wait times ultimately depend on demand, but the idea is clear – maintain high quality, scale quickly, and avoid the long delays we’ve seen previously with Punch and Nexon. Midsize SUVs are inherently roomy, and the Sierra hits right at the heart of the segment. As a result, we expect it to add strong incremental sales to our overall SUV portfolio. It won’t replace anything; it will sit above the Nexon and next to the Harrier-Safari, bringing in new customers. Sierra is expected to contribute significantly to our SUV tally and strengthen Tata’s position in the premium SUV category.
Q: Does Sierra bring back any emotions or iconic design elements from the ’90s that Sierra fans will instantly recognize? What real daily mileage can consumers expect?
Yes, absolutely. We retained some of the emotional elements instantly recognizable to old Sierra fans—the upright rear, clean greenhouse, and classic boxy stance. Even the overall silhouette retains the original’s “everywhere” attitude. It’s modern and upscale now, but the moment you see it, you’ll get that familiar ’90s Sierra vibe. As of now, we don’t have official real-world figures to share; a lot depends on driving conditions, usage patterns, city vs. highway mix. The Sierra is designed for refinement and usable performance, not just fuel efficiency. So, in typical Indian city and highway usage, one should expect the mileage range offered by a mid-size petrol/diesel SUV – not an ideal ARAI value, but a realistic, usable figure that balances performance, comfort and smoothness.
Q: How does the petrol/diesel Sierra fit into Tata’s long-term EV strategy? Will it compete with the Sierra EV or add sales to the SUV portfolio?
This is long term. Electrification is growing, but the internal combustion engine isn’t going away anytime soon. Tata is investing on both sides to create a market for electric vehicles and strengthen internal combustion engines, where demand remains strong. Sierra will be the backbone of both. Customers choose the Sierra nameplate first. They then decide on a petrol, diesel or electric car based on their needs. It’s not about competition, it’s about offering choice under a strong brand. Sierra brings something new to the mid-size space – premium interiors, lounge-like comfort, ADAS, powerful powertrains and traditional design. If the Nexon redefined the compact SUV, the Sierra has the potential to do the same in the premium midsize segment. Sierra enters the mid- to high-end SUV segment, which itself has sales of nearly 700,000 units per year. This is a huge portion. We see Sierra taking a solid share there, enough to add meaningful new sales to our SUV lineup.
Q: In India, the penetration of electric vehicles is still very low. Many companies have launched their own electric car models and prices have dropped. But penetration isn’t growing that fast – why?
The penetration rate of electric vehicles is actually not low – India is off to a good start in such a large market at 5%. Globally, once the market reaches five percent, growth accelerates. The two big drivers now are range and charging. The cruising range is improving rapidly, for example, our Harrier EV has a cruising range of 500 kilometers, the charging power has been increased from 60 kW to 150 kW, and it can travel 300 kilometers in 15 minutes. More chargers, more guns, and faster speeds are coming, just like we’ve seen with the leap forward in smartphones. In one to two years, the penetration rate of electric vehicles will naturally reach 10%.
