NEW DELHI: Tata Motors fired fresh competition in SUV market with launch of Sierra at an aggressive entry price of Rs 11.5 lakh (ex-showroom), aiming to take on Hyundai Creta, Maruti’s Grand Vitara and Mahindra’s Thar and Scorpio-N.The Sierra is an iconic SUV nameplate of nineties that the company has revived almost after 25 years. The model, which was sold with a signature wrap-around glass design then, now makes a comeback with contemporary cues, packed with a host of new-age safety and technology features.“What you see on the road, our competitors, are mostly ‘me too’ products. Sierra has been conceptualised as an original, which is a fusion of iconic past, while carrying today’s modern and contemporary features that appeal to the digital lifestyle of the younger generation,” Shailesh Chandra, MD & CEO of Tata Motors’ Passenger Vehicles division, told TOI. Chandra said there are plans to introduce an electric version of the model in 2026-27.
