- The new Tata Sierra, redesigned for today's market, retains its 1990s silhouette and B-pillar. Martin Uhlerich, VP and Head of Global Design, highlighted its modernity in an interview with HT Auto.
The Tata Sierra, an icon of the 1990s whose profile exudes attitude, fits squarely into the group of cars that never need a badge to identify them. And yet, its comeback isn't riding a wave of retro sentiment. Its design helps in lifting heavy objects.
To understand how a decade-old memory has been re-imagined as a proper modern SUV, I met with VP and Head of Global Design Martin Uhlarich, the man who's been fine-tuning the second coming of the Sierra for six years.
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“Excitement, relief… and a lot of pressure.”
Martin doesn't minimize the emotional gravity of resurrecting a legend.
“When people remember the Sierra, they only remember the good parts. It can make expectations irrational,” he admits, half happy, half weary. “So yes, it feels exciting. And it's also like a heavy burden off our shoulders.”
Because honestly speaking, bringing back an iconic nameplate in India is like touching a live wire. You only get one chance to get it right.
Also read: First unit of Tata Sierra to be gifted to Women's Cricket World Cup champion
Forget retro. Think about rebuilding.
Martin was quick to clear up the biggest misconception: The new Sierra is not a nostalgia project.
“It's not retro,” he says firmly. “It has Sierra values, not Sierra views.”
So what connects it to the original? Surprisingly, just two lines.
“The silhouette and the B-pillar. This is the visual DNA of the Sierra. If you can draw it in two strokes, you've captured the icon.”
And the new car does exactly that, without copying a single panel or proportion from the old car. The result is something that feels strangely familiar but distinctly modern, the automotive equivalent of meeting an old friend after years and seeing that they have aged gracefully.
Inside: A cabin built not just for drivers, but for people
If the exterior is convincing, the interior is where the Sierra's character really breathes. He points to the soundbar running across the instrument panel – a design you don't see in anything else in this segment.
“Music is the unifier. So we made it the center of the experience. It's partly functional, partly emotional.”
That's Sierra's design ethos in one sentence: thoughtful, warm and quietly reassuring.
Also Read: Tata Motors releases new Sierra TVC ahead of November 25 launch
Six years, two concepts, one passion
I've seen the Sierra in all its stages, a concept that kept rising, slowly shedding its “show car” fantasy and growing a real skin. And trust me, if you think this revival was signed over a latte in a boardroom, you're miles off the mark.
“We've been on this journey for six years,” says Martin. “The 2020 concept told us that the Sierra name still made sense. The 2023 concept sharpened the silhouette and proportions.”
RELATED WATCH: 2025 Tata Sierra SUV Most Detailed Walkaround
Then came the real battle, transforming a dream-like concept into a production car without losing the magic.
“At one point, we had the concept car parked right next to the clay model. Every day we compared them. It was an exercise in discipline.”
He laughs when he calls it “climbing Everest,” but you can tell he means it.
On November 25, the Sierra will finally go on sale, entering a compact SUV market that is more competitive than ever. How it performs there will ultimately be determined not by its heritage, but by how well it meets the expectations of today's buyers.
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First publication date: 18 November 2025, 15:22 PM IST