TaMo eyes 20-25% SUV share with new Sierra

Tata Motors Passenger Vehicles is aiming to sharply increase its sport utility vehicle (SUV) market share from the current 16-17 per cent to as much as 20-25 per cent with the launch of the new Sierra, a model that Managing Director and Chief Executive Officer (MD&CEO) Shailesh Chandra says will carve out a fresh niche between mid- and high-SUVs.

- ANJALI SINGH

The firm believes Sierra's design, premium positioning, and aggressive introductory pricing starting at 11.49 lakh will give Tata a strong foothold in one of the fastest-growing segments.

Chandra said the Sierra has been deliberately positioned in the heart of the fast-growing mid-SUV category, a segment that now sells about 45,000 units a month, and accounts for nearly 15 per cent of India's passenger vehicle (PV) market. Despite its scale, this remained a 'discontinuity' in Tata Motors' portfolio, with Curvy addressing only a niche, style-driven customer set rather than the broader utility-focused mid-SUV buyer.

India's SUV market hit a new peak in 2024-25 (FY25), with total wholesales reaching 2.79 million units. Hyundai Creta, Mahindra Scorpio, and Tata Nexon are top performers in the segment.