Why has Tata introduced the Sierra Legend Series?

Why has Tata Motors launched the Sierra Legend Series?

So, the Sierra created the premium mid-SUV segment. It brought above-segment space, tech, SUV capability and the whole SUV feel into the mid-SUV footprint. With the Legend Series, we aim to create a natural progression of that philosophy by introducing a more premium cabin experience much earlier in the Sierra range.

With this, we are not changing what the Sierra stands for; that's very core, that's very iconic, legendary. What we are doing is we are refining how customers can access the Sierra range.

What was the thought process behind providing luxurious interiors and more convenience at the Sierra’s price point?

Over the last few months, we have also understood this as we constantly keep connecting with customers, trying to understand what their needs and requirements are. There are a lot of customers who prioritise different features or different attributes of the car in certain ways. And you know, they sometimes don't necessarily want to be forced to get a premium cabin experience.

Let's say, leather upholstery or ventilated seats or powered seats, only at the very top end of the car. And we got this insight, and that's exactly what we have implied with the Legend Series, which is offering varying levels of premium cabin experience with the car. Depending on what customers prioritise – whether it's tech, whether it's additional safety tech, or additional comfort features, more indulgent comfort features – there is a Legend Series trim at every price point, which will cater to their liking.

Can you run us through the Sierra Legend Series variant lineup and the feature set?

Fundamentally, Sierra is a premium SUV, so it packs in a lot of equipment right from the standard trim. For starters, you get the connected all-LED lamps in the front and the rear. You get six airbags and Tata’s PEPS ( Passive Entry Passive Start), you get an electronic parking brake with auto hold, and all-wheel disc brakes. All of which is standard with the Legend Series. In addition to all of this, we are bringing a premium cabin experience with leatherette interiors at a very attractive price point of ₹11.99 lakh.

For the next level, you have the Pure L trim, which is priced at ₹13.79 lakh. You get the full leatherette upholstery, a massive 26cm (10.2-inch) infotainment screen, 17-inch alloys, apart from the core of what you get in the Sierra. For someone who wants more open-air luxury, the Sierra has the largest panoramic sunroof; we call it the PanoraMax, which comes at an additional ₹50,000.

For someone who wants more indulgence and comfort at the next level, one could choose the Pure+ L with ventilated seats and powered seats. For someone who enjoys sitting at the back, there's also the Boss Mode and the thigh support extenders.

Going on to the Adventure+ L, you get all of that in addition to a 360-degree camera system that also packs in a blind spot view monitor, a bigger 32cm (12.5-inch) infotainment screen and different leather upholstery, colour and material harmony. Fundamentally, it's an unmistakable, legendary, distinctive Sierra. We've added a lot more plushness, depending on what the customer wants at various price points.

Are you worried about the Legend Series cannibalising some of the other variants?

The idea is to give choices. The mid-SUV segment is probably the biggest one in the SUV segment. Which also means there's a wide set of customers who want different aspects, right from the powertrain. Which is why we introduced a wide variety of powertrain and transmission options across the range. There are customers who want different attributes from the car, depending on their liking, their preferences, and their use cases as well.

What do you think is the most desirable and most value-for-money variant from the Sierra lineup?

It's actually a little hard to say, because it's about preferences, like I mentioned earlier. And the way we've made the lineup caters to different preferences. But if I were to talk about it, I'd talk about a couple of compelling options.

One would be the Pure L (O), which packs in everything you need. I would say it's a feature-loaded SUV, with the plushness that you want, thanks to the leatherette upholstery, along with 17-inch alloys and a panoramic sunroof. The Pure L(O) is priced at ₹14.29 lakh.

For those who want even more indulgence, we have the Pure+ L; you get ventilated seats, Boss mode, thigh support extenders, and a power-adjustable driver seat. So I think these are very compelling options. Of course, everything else is also very interesting, depending on preferences.

Tata Sierra Legend Series pricing