Tata Motors launches all-new Sierra at ₹11.49 lakh onward

Tata Motors Passenger Vehicles on Tuesday launched the all-new premium mid-size SUV, Tata Sierra, at an introductory price of ₹11.49 lakh ex-showroom Delhi. Reintroduced with a modern design and upgraded features, the new Sierra — which will compete against the Hyundai Creta, Maruti Suzuki Grand Vitara, Toyota Hyryder, Kia Seltos, Honda Elevate, and Skoda Kushaq— aims to blend its distinctive heritage with contemporary styling, technology and comfort.

Bookings for the Tata Sierra will open on December 16, and deliveries will start from January 15.

First introduced in 1991, the new Sierra marks the return of an iconic nameplate known for its bold silhouette, progressive design and pioneering features. The updated version carries forward this identity while enhancing design, technology, capability and craftsmanship, according to the company.

Shailesh Chandra, MD & CEO of Tata Motors Passenger Vehicles, said the new Sierra represents a new benchmark for Indian mobility. “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 added.

Tata Motors said the new model creates a new category within the mid-size SUV segment by offering premium features such as increased space, comfort, safety and luxury. The company positions it as a “premium mid-SUV” aimed at consumers seeking a more elevated ownership and driving experience.

The Sierra also seeks to appeal across generations. While older buyers may recall the original model from the 1990s, Tata Motors believes the new version will also resonate with younger customers. The SUV has already received global recognition for its design, including the Red Dot Design Award.

A key theme behind the Sierra’s relaunch is differentiation. Tata Motors said the model addresses a growing consumer preference for stronger individuality and character in vehicles, with the company promoting it as an alternative to the “ordinary and predictable” choices in the market.

According to the company, the Sierra’s return is intended to represent more than a model update — it aims to bring back a sense of identity, aspiration and timeless desirability for buyers, while reviving a legacy that continues to hold emotional value for many Indian motorists.