When Tata Motors decided to revive the Sierra, one of its most iconic badges from the 1990s, the challenge was not merely technical. It was emotional, cultural, and symbolic. For the design team, the task was to bring back a car that had lived on bedroom posters and in childhood memories, but also reimagine it for a generation that had never seen the original on Indian roads.
“It was difficult because you have to find the right balance between nostalgia and a modern interpretation,” said Martin Uhlarik, Chief Design Officer at Tata Motors and Executive Director of Tata Motors Design and Tech Centre. “People who remember the original should be able to see it in the new car. But at the same time, we want it to appeal to an entirely new audience.”
Interestingly, Uhlarik’s own distance from the original Sierra became an unexpected strength. “Maybe because I don’t have a deep personal relationship with the original car, I looked more forward than backward,” he said. “I was naturally detached, so my instinct was that it should be modern and future-looking, but with a few key design elements that act as a tribute.”
For Uhlarik, the real starting point was understanding what the Sierra meant to Indians in the 1990s. “It was aspirational. It had this feeling of ‘I can do anything, go anywhere’ because it was an SUV. It became an avatar for people’s wishes and ambitions. The new car had to evoke the same sentiment.”
The Non-Negotiables
From the exterior, two elements were non-negotiable: the wraparound glass house and the strong, upright B-pillar**.**
“These were Sierra’s signatures,” he said. But reproducing them literally was impossible as modern crash norms, rollover protection, manufacturability, and costs ruled out a single-piece wraparound glass panel. “So it became a graphic rather than a literal element, something that communicates the essence rather than replicating it. And the B-pillar remained essential, visually strong, instantly recognisable,” Uhlarik said.
Inside the cabin, Uhlarik wanted to recreate a much more emotional memory associated with the original Sierra’s airy, communal feel. “When we spoke to Sierra clubs and enthusiasts, almost everyone remembered being kids sitting in the back, looking out of those windows. There was a shared experience of light, space, and adventure. So we designed the interior to feel roomy and bright,” he said. Even small choices, like integrating a soundbar into the instrument panel, came from this philosophy. “Music is a great unifier. We wanted elements that bring people together.”
Research Behind Revival
The research effort blended emotional insight with design investigation. The team studied fan sites and Sierra forums, spoke to owners and clubs, analysed what made the Sierra a cult icon, and deep-dived into the design philosophy of the original 1991 model.
“Cars of that era were linear, modernist, very clean. That aesthetic made the Sierra timeless. And it translated surprisingly well into a modern design language once updated,” he said. The underlying ethos of the original team became the foundation for the new model.
Why Sierra?
Six years ago, when Tata Motors began studying its heritage nameplates, the Sierra stood out immediately. “It was the most distinctive of the legacy models,” Uhlarik said. “And it was also the first. If we were to revive anything, Sierra needed to be the first one done right.”
Interestingly, the company was originally developing a new SUV in this segment, but not as a Sierra revival. It was simply another new nameplate in an already crowded SUV market. The turning point came in 2020 when Tata unveiled the Sierra Concept at Auto Expo.
“We unveiled it as the return of a legend, and the reaction was overwhelming. People were excited. That emotional connection convinced us that the name had to come back,” he said.
Opportunity and Gamble
Reviving a beloved nameplate is both an opportunity and a gamble, according to Uhlarik. “A name like Sierra comes with preset expectations,” he said. “It’s like releasing a sequel to a film people love. They already know the character, the vibe. But the risk is, will it be as good as the original?”
For the design team, that meant capturing what Sierra meant emotionally while ensuring it felt fresh and contemporary. “It’s an easy way to bring back past glory… but the challenge is not disappointing the people who loved the first one.”
The new Sierra is positioned as a premium SUV for both nostalgic buyers and new-age consumers. “Maybe a third of its buyers will have a relationship with the original. But two-thirds will be new customers,” Uhlarik said. “I always joke that the original Sierra was on the bedroom walls of kids in the ’90s. Now I want this one to be on the walls or phones of kids today. In many ways, we’re creating future nostalgia.”
Avoiding Cannibalisation
Tata now has a wide SUV portfolio with nameplates like Nexon, Harrier, Curvv, and Sierra. Differentiation is critical.
“It’s getting complicated,” Uhlarik said. “Curvv is easy to differentiate because it caters to a niche, emotional segment, a sporty coupe-SUV. Sierra is mainstream, boxy, practical, but emotionally distinct. The challenge is to optimise features and positioning so each SUV has its own space.”
“We’re constantly working across the entire company, not just within design. We’re always trying to contextualise the product, to make sure the Sierra is the best it can be, while still protecting the rest of the portfolio. It’s a real balancing act,” he said.