With increasing competition across segments, Tata Motors has been struggling to maintain its sales momentum. Aiming to boost its performance and retain market share, the homegrown automaker has lined up multiple new products and the Tata Sierra is one of the most important upcoming models the brand is betting big on. This new SUV will define Tata Motor’s future in the premium lifestyle SUV segment and by getting the key aspects right, it could be positioned as a serious contender to the Hyundai Creta, Kia Seltos and Maruti Grand Vitara. Let’s break down the key factors that might determine its success.
Get the Pricing Right
We have seen it with the Punch and Nexon and their electric iterations, Tata has managed to achieve competitive pricing. Considering the Sierra’s premium positioning, the SUV will require some extra precision, and it seems likely Tata has cracked the code. According to media reports, the Tata Sierra will initially be offered with a 1.5L naturally aspirated petrol engine instead of a turbocharged unit.
This powertrain strategy will surely help the company come up with aggressive starting price. The 1.5L turbocharged petrol engine is expected to be introduced at a later stage. In order to take a lead in the EV SUV segment, which has rivals like Hyundai Creta Electric and MG ZS EV, the Sierra EV will have to offer advanced tech and a strong performance in real-world conditions.
Interior Quality & Comfort
Showcased at the Auto Expo, the Tata Sierra concept featured a minimalistic cabin design, a panoramic glass and lounge-style rear seats, which position it as a premium offering. Tata must ensure the premiumness showcased with the concept will be carried over to the production version. Brands like Hyundai and Kia are already dominating the midsize SUV segment with their superior interior quality, fit and finish. In order to withstand rivals, Tata will need to match the level.
Resolving Software Glitches
Existing Tata owners have reported infotainment and ADAS software issues, especially in the new Safari and Harrier. Frequent lags, random reboots and Bluetooth dropouts have significantly ruined the overall user experience. With the Tata Sierra, the carmaker needs ensure a strong software backend or partnership with global tech experts to resolve such glitches, which might ruin its premium experience.
Refinement & Reliability
Tata Motors has shown significant progress with its new breed SUVs, but the refinement levels for a flagship product like the Sierra will certainly be higher. Parameters such as engine smoothness, battery cooling and electric motor noise all determine the overall refinement levels. Any kind of harsh transition or rattling could be a deal breaker. The upcoming Tata Sierra must be supported by the robust built quality, the brand’s strong after-sales network and top-tier warranty programs to gain long-term customer trust.
