New Tata Sierra on display during its launch at the Jio World Convention Centre in Mumbai on Tuesday.
| Photo Credit: EMMANUAL YOGINI
Tata Motors Passenger Vehicles Ltd. (TMPV) has announced the launch of the all-new Tata Sierra SUV at an aggressive introductory price starting ₹ 11.49 lakh. The Sierra, first introduced in 1991, was discontinued 25 years ago and has been launched in a new avatar as a premium compact SUV.
Shailesh Chandra, MD & CEO, TMPV., said, “With the new Sierra, we are setting a new benchmark for what Indian mobility can be. The Tata Sierra stands as a testament to our belief that customers deserve more than the ordinary: they deserve innovation that inspires, design that resonates emotionally, and a premium experience that elevates every journey.”
“This legend returns to inspire pride, express individuality and embrace progress, while enjoying the highest standards of comfort, technology, and safety. The Sierra is our commitment to lead, to challenge conventions, and to deliver an icon that truly moves India forward with purpose and distinction,” he said.
In an interview, Mr. Chandra said, “It is a very important milestone for us and it is just not launch of another car, it is a very emotional moment for Tata Motors because we are bringing a car which was discontinued 25 years back and which had a cult following.”
“This was the car which brought the concept of lifestyle SUV for the first time. It was very ahead of its time, and therefore, when we have launched this car, it has to be done with the responsibility of ensuring that it has the DNA of the original Sierra,” he said.
“At the same time, it has to be relevant to the new generation of customers. So, we have to build this fusion into the new avatar that we are creating, and that is how it has been conceived,” he added.
Stating that the mid-size SUV segment has been growing very fast with a monthly sales volume of 45,000 units by all players, he said innovation in this segment had been lacking.
“So we are positioning it in the premium mid-SUV, which does not exist today. We have kept the price very aggressive,” he said.
The Sierra has been introduced in three powertrains – two petrol and one diesel engine. Sierra EVs will be launched in the next financial year.
“Our tech stack is of the next level. This is the first car with 5G connectivity in the ICE world. It has three screen infotainment. It has level 2 plus ADAS. It has all kind of features on the tech that you can imagine,” he said.
“This vehicle is produced at the Ford factory which was acquired by Tata Motors three years ago in Gujarat. With this new product, TMPV. which currently has about 16-17% market share in the mid-size SUV segment, is eying to get into the 20-25% zone, Mr. Chandra said.
He said the company had announced to invest ₹35,000 crore till 2030 to introduce new products and enhance shareholders’ value.
“We will continue the fast growth journey, so growth will be very important for investors. We will emphasise on profitability. We have gone from a journey where we were negative on profitability towards path of double-digit EBITDA. That would be the expectation and to the extent we should be generating profit which should help us invest for future technology and growth,” he said.
“To the investor community, we have said we want to invest about ₹35,000 crore. And by investing this into product, technologies, architectures, different powertrains, manufacturing capacities, we want to attain 18-20% market share in a potentially 6 million unit market that India will be by 2030,” he added.
Published – November 25, 2025 09:14 pm IST
