Tata Motors PV brings back Sierra to rival Creta, Vitara

Firm revives the iconic model after 22 years to push into the crowded mid-size SUV market

- Dipali Banka & Ayaan Kartik

Tata Motors Passenger Vehicles Ltd has revived a beast from the past in the Sierra to muscle into India’s crowded mid-sized sport utility vehicle market, dominated by Maruti Suzuki Ltd and Hyundai Motor India Ltd.

The company launched the new Sierra on Tuesday, 22 years after it was discontinued because of low demand. Originally unveiled in 1991, the Sierra was the first SUV built by the Tatas and among the first made-in-India models in the category.

Starting at ₹11.49 lakh, the new Sierra will take on the Creta (starting at ₹10.7 lakh) from the country’s second-largest carmaker Hyundai, and the Grand Vitara (starting at ₹10.7 lakh) from market leader Maruti Suzuki. Tata’s Curvv has failed to challenge Hyundai's domination in the mid-sized segment, which accounts for about a fifth of all 2.7 million SUVs sold in the country.

Tata Motors shares fell 1.59% versus 0.23% fall in Nifty Auto on Tuesday.