Revving up for a comeback

THE NEW TATA SIERRA'S FORMULA INCLUDES LESS NOSTALGIAAND MORE CHARACTER

- CHRISTINA MONIZ

IT MIGHT HAVE driven through Indian roads in 1991 but as the Tata Sierra charts its comeback over three decades later, the dice seem loaded against it.

Starting at a niche 17% share of the total Indian passenger vehicle market in fiscal year 2016, the SUV (sports utility vehicle) segment has grown aggressively to account for well over 50% of total PV sales, posting high double-digit growth consistently as opposed to the overall market's modest single-digit growth. By pricing their offerings close to that of a premium hatchback or base sedan (that usually begin at ₹7 lakh), players like Maruti Brezza, Tata Punch and Kia Sonnet have brought SUVs within the reach of a wide customer segment, including first-time buyers.

Will Tata Sierra follow the tried and tested trajectory of competitors? After all, it failed to take off in its first attempt in the early 90s. Or will it fight on its own terms?

Vivek Srivatsa, chief commercial officer, Tata Passenger Electric Mobility, says this is a launch unlike most others from the automaker.❝In the auto market, you usually look ata brand that is successful and study the formula before creating a 'metoo;'product. We've changed that the plan is to first bring back the brand, and then make a product around it," he says.