TATA SIERRA UP CLOSE AND CANDID WITH MARTIN UHLARIK

For me, it started back in 2019, when, we had a discussion, a very small, idea about reviving the Sierra as an icon, as a legend.

- 

When did this story start for you, and the brand?

At the same time, the company was thinking about a vehicle in this segment. Then we did the concept in 2020, which was a very different design, very different proportions. But what it did was, it got the audience excited. In many ways, it was a test to check, is there a market for this? Is there a nostalgia? Do we see something, that's happening in terms of the name? So, the idea of the legend is back. And then, of course, we had the pandemic and we had other programs.

But in 2023, we showed essentially this design direction in Delhi. And since then we've been working relentlessly, trying to deliver the concept. So, the production car, which you see here is literally the concept for sale.

You mentioned that there are lots of differences between all the designs from different geographies, can you mention these differences?

Obviously we have three studios and, they each come with their own interpretation of the same brief. So, we had a lot of sketches and then we selected some. And then we had three proposals and like you saw in the presentation, the proposals are very nuanced and subtle, but there are differences. And the final exterior is a combination of two. And then the, the interior was a clear chosen direction, but it came from all the studios. And then like I said in the presentation, the India studio was the one that delivered the program. Like I said, 1% inspiration and then 99% perspiration, which is two years of relentless work and a lot of repetition. It's like a samurai sword. You do it, you fold it, you do it again. The more iterations you do, the better it gets and the closer to the original vision.

Coming back to your 2019 story, this could have been a sedan or some other body form, how did you decide on this body shape or it was always going to always been a mystery?