Vivek Srivatsa: What the New Tata Sierra brings to the SUV market

TOS: What can consumers expect with the Sierra?

VS: The Sierra is designed to offer a premium experience. For its size, it feels surprisingly plush and upscale inside, with attention to details like the fit and finish. The driving experience is smooth and refined, with options such as the 1.5 GDI engine paired to an automatic gearbox, delivering excellent power and efficiency. The diesel engine also offers smooth power delivery and great fuel efficiency. We’ve paid close attention to the suspension to ensure a comfortable ride, and the interior quality, including leather stitching and tactile finishes, ensures a premium feel.

TOS: Do tell us about the changing trends in car usage and what you expect from the Sierra in terms of sales?

VS: Car usage is evolving. People are spending more time in their cars due to traffic and longer drives, especially for family vacations. As a result, there’s a growing demand for larger cars with better power, efficiency, and features. Consumers are moving away from just the cheapest, most fuel-efficient options and seeking more comfort and functionality. The Sierra fits well into this trend, offering a larger, comfortable family vehicle without being too big for city roads or parking. It offers a good balance of size, power, and features, making it an aspirational vehicle.

TOS: What is the market potential for the Tata Sierra?

VS: The Sierra targets the heart of the SUV market, which accounts for around 20% of the industry. We’ve ensured it meets all consumer needs, offering multiple engine options, automatics, and extensive features. With a focus on no compromise, we believe the Sierra will meet a significant market demand and perform strongly in sales.

TOS: Tell us about preferences of people vis-à-vis diesel and petrol engines in India?

VS: Diesel has made a strong comeback, especially with the implementation of BS6 Phase 2. Diesel offers more torque, better fuel efficiency, and is ideal for moving four-five people, which is why it’s regaining popularity. We’ve seen strong sales in diesel variants of the Safari and the Harrier, and early signs for the Sierra suggest similar demand. Diesel performs well in regions such as Punjab and parts of South India. Petrol is still popular in cities such as Mumbai and NCR due to concerns about emissions and government policies, but diesel is expected to grow.

TOS: How does Tata Motors approach safety, especially with GNCAP and BNCAP ratings?

VS: GNCAP ratings are crucial, and we focus on ensuring high safety standards across all variants. However, the BNCAP system currently allows some flexibility with just one variant achieving a high rating, which can be seen more as a marketing tool than a true safety measure. GNCAP’s approach, where all variants need to pass, sets a higher standard, and we believe BNCAP needs to evolve in this direction to ensure genuine safety.

TOS: Could you talk about the buyer profile and the new colour options for the Sierra?

VS: We’ve introduced expressive, unique colours such as Munar Mist and Bengal Rouge to appeal to customers who want something distinctive. Colour preferences vary by region – Southern markets are more colorful, while Northern markets prefer neutral tones like white and silver. The feedback on our previous customization options, like adventure packs, showed that while they were creative, Indian customers prefer simplicity. They want something easy to understand and less complex, which is why we’ve streamlined our options while still offering personalization.

TOS: Will Tata Motors explore new body styles beyond SUVs?

VS: Tata has always pushed the envelope with body styles, as seen with the Punch, the Nexon, and the recently launched Curvv. While SUVs dominate the market now, we continue to experiment with new designs, such as the Curvv coupe-SUV. Although sedans such as the Tigor still hold a place in our portfolio, we are focused on SUVs due to market demand, though we keep an eye on emerging trends and customer preferences.

TOS: Will we see more experimental body styles like convertibles or sports cars from Tata Motors?

VS: There’s always the potential for new body styles like convertibles or sports cars, but it depends on market demand. We’ve seen slow but steady interest in the Curvv, and once we see enough potential in a category, we’ll explore it. For now, we continue to focus on SUVs, where the bulk of consumer interest lies.

TOS: What is the future of Tata Motors’ product portfolio?

VS: Tata Motors is constantly evaluating market trends and customer preferences. While SUVs remain our focus due to their popularity, we’ll continue to innovate and experiment with new designs, such as the Curvv. We also watch for emerging trends and consumer demand in other categories, such as sedans, sports cars, and possibly convertibles, although these will be considered based on market readiness.

TOS: What was the thinking behind simplifying customization options for the Sierra?

VS: We initially pushed the envelope with highly customizable options like personalized exterior and interior combinations. However, we learned that while customers appreciated the idea, it created logistical challenges for dealers and associates. The complexity made it harder to manage stock, and customers were looking for more straightforward choices. We’ve simplified the options to make it easier for consumers while still offering some level of personalization. In the future, we may revisit the made-to-order concept if the demand grows.

TOS: Will Tata Motors explore direct sales or a made-to-order model in the future?

VS: While we are currently working with a dealer network, we are moving towards a model that combines traditional stocking with made-to-order customization. This allows customers to choose more personalized options while managing stock efficiently. If the market demands it, we may explore more direct sales or fully made-to-order models in the future.