A 1990s icon of ambition and individuality makes its comeback. The new Sierra preserves its legendary soul while embracing contemporary design and cutting-edge tech.
By T. Murrali
Tata Motors Passenger Vehicles has brought back a legend. At the special Sierra Brand Day event last Saturday, the company unveiled the production-ready version of the new Tata Sierra — a car that carries the heart of the original 1991 icon, yet looks and feels completely modern. The evening felt like stepping through time, as we watched the old Sierra that we remembered turn into a bold new SUV for today. It still carries the same spirit of freedom and adventure, but now it is redesigned for a generation that dreams bigger and travels farther. More than a comeback, it marks the beginning of a new chapter in the story of one of India’s most loved SUVs. The new Tata Sierra will officially hit the roads on 25 November 2025.
Speaking at the unveil, Mr. Shailesh Chandra, Managing Director & CEO, Tata Motors Passenger Vehicles Ltd., described the new Sierra as a “legend reimagined.” For him, the SUV of the 1990s was a symbol of ambition and individuality, a car that encouraged people to dream bigger. The new Sierra carries that same spirit but with sharper design, richer details and modern technology. Tata Motors sees it not just as a car but as a movement that represents its future direction, he said.
The Legend Returns
True to its tagline, ‘The Legend Returns,’ the return of the Tata Sierra is more than just the comeback of a once famous SUV; it is the revival of a feeling that many Indians grew up with. In the 1990s, the Sierra stood for freedom, individuality and progress. It was a car people dreamed about, a symbol of confidence during a time when India was discovering its own modern identity. Today, Tata Motors has brought the Sierra back, not as a retro remake, but as a new, forward-looking vehicle created to inspire a whole new generation.
For Martin Uhlarik, Vice President and Head of Global Design, Tata Motors and Executive Director of Tata Motors Design Tech Centre, the creation of the new Sierra was a deeply personal journey. As a child, he had dreamt of owning a particular car, and that dream led him into the world of design. When he joined Tata Motors and was given the responsibility of reimagining the Sierra, it felt like life had come full circle. He realised that the “Sierra was not just a machine but a part of India’s emotional landscape, a product that sparked memories and shaped aspirations. Redesigning it was not about copying the past but about respecting its soul while building something completely new,” he said.
The team’s biggest challenge was to capture the Sierra’s true spirit without relying on nostalgia. They did not want a retro design. Instead, they wanted a Sierra that would create new memories for today’s buyers. They wanted the car to appeal both to people who admired the original and to young buyers who had no connection to the past. Designers across Tata Motors’ studios in India, the UK and Italy created hundreds of sketches in what they called a “sketch blitz.” Finally, one direction stood out because it felt unmistakably like a Sierra. The interior was imagined as a warm and social space, something like a living room on wheels, where passengers would feel comfortable, relaxed and connected, he said.
One % Inspiration, 99% Perspiration
Bringing this design to life took the Pune design team, under the leadership of Mr. Ajay Jain, Head – India Design Studio, Tata Motors, two years of hard work and collaboration. They worked closely with engineering, cost teams and product planners, “refining every millimetre of the car.” According to Mr. Uhlarik, the design is “1% inspiration and 99% perspiration,” and the Sierra project proved exactly that.
What makes the new Sierra special is that it has been created for everyone—people who remember the original fondly and young buyers who are seeing the name for the first time. It is not meant to pull you back into the past but to excite you about the future. The journey began in 2019, followed by concept showcases in 2020 and 2023. Tata Motors had a clear ambition: the final production car should look very close to the concept. The OEM wanted customers to feel like they were buying a concept car made real, and that is exactly what it achieved.
The design follows strong and simple principles. Its proportions naturally please the eye. “Its shape is instantly recognisable, even without a logo. Its technology is advanced and future-ready, with features like a panoramic digital screen across the cabin. Every part of the car has a purpose, with no unnecessary decoration. Sustainable materials are used thoughtfully. The interior is clean, open and unobtrusive, with large glass panels that create a sense of adventure. Every detail has been perfected to make the Sierra feel timeless. This approach earned the Sierra the prestigious Red Dot Award, proving that great design speaks for itself,” Mr. Uhlarik mentioned.
To celebrate everything the Sierra stands for, the OEM launched partnerships with creative brands that share its spirit. Delhi Watch Company brought craftsmanship, Starbucks reflected everyday lifestyle, Gully Labs represented street culture, Nappa Dori crafted modern travel pieces, Huemn created a special fashion line, and the artist Divine added the voice of youth and music. Together, these collaborations form the “World of Sierra,” he mentioned.
The new Tata Sierra is not just a return to the past; it is the beginning of a new chapter as it brings together history, innovation and personal stories in a way that few vehicles do. Mr. Uhlarik said, “Sierra does not need many words—the car tells its own story.”
