Tata Motors and Hyundai have been competing neck-to-neck in terms of sales every month. The Korean automaker had maintained their position at number 2 for a very long time but they have slowly slipped to number 4, losing out to Mahindra and Tata.
Hyundai has always had a strong position in the mid-size SUV segment with the Creta which is one of their highest selling models. In fact, the brand has been quite dependent on the Creta and Venue, whereas models like Exter, Aura, Grand i10 NIOS and Verna are doing just about okay.
The reason for the Creta’s success is its packaging. Hyundai has nailed it when it comes to features, engine options and variant distribution. The base Creta starts at Rs. 12.77 Lakh, OTR Mumbai and goes up all the way to Rs. 24.50 Lakh, OTR which means there is something for every kind of buyer – 1.5 NA for people who want to use the car for regular commutes, 1.5 Turbo for people who want a lot more power, 1.5 diesel for people with high usage and finally the N-Line for people who want something sporty.
The Korean automaker got the formula right and it has been giving results but every automaker has their eyes set on this segment. Maruti offers the Grand Vitara, Toyota has the Hyryder, Kia has the Seltos (new gen incoming), Honda offers the Elevate and VAG have the Kushaq and Taigun. Tata entered this segment with the Curvv but the vehicle didn’t really take off, but the Indian automaker is again set to rival these cars with the Sierra now.
The new Tata Sierra isn’t a very big car. It is a 4.3-metre long car, putting it bang in the middle of this segment. We recently got a chance to check out the car closely and while we still haven’t driven it out, first impressions are very good. The vehicle scores high on desirability and comes with a butch design, lots of features and interiors that are better than any other Tata vehicle.
The Sierra is also expected to get 3 engine options – 1.5 NA petrol, 1.5 turbo petrol and 1.5 diesel, with each offering MT and AT options. The main problem that Tata cars face is the inconsistent quality of fit-finish and the electrical niggles. After-sales service requires a much-needed improvement as well.
The Sierra has mass appeal to it and yet it feels a little different from the usual offerings in the segment. If the automaker nails the pricing on this one, I believe they will be able to replicate the success of the Nexon. It will undercut the Harrier for sure and since the Harrier costs Rs. 16-30 Lakh OTR, the Sierra should ideally cost Rs. 12-25 Lakh OTR.
The Sierra will also get an electrified version in early 2026 but it is likely to be a little pricier than the ICE version. The Sierra has got the desirability factor spot on and with some tasteful modifications, it could look even better.
All depends on the pricing now. I am really looking forward to this one. Really want to see how it feels to drive, especially the new petrol engine. I’m quite kicked about the new Seltos as well. The current one already is so good, so let’s see what the Korean automaker does with the new one.
